Categories
Month: March 2023
Categories
Essity
Challenge
Libresse is a global brand known for its period care offering. To grow and remain relevant in a declining Feminine care category, Libresse expanded its offering for women’s intimate area into washes & wipes. It wanted to enter this category with stature, distinction and relevance.
Libresse is a straight-talking/taboo-breaking brand that respects women’s needs. The challenge was to translate our understanding of women’s reality into intimate care and stay true to our taboo-breaking values and behaviours as a brand in a highly sensitive environment.
Insight & Idea
The approach in this category hasn’t changed for decades. It reinforces the fear of smelling bad, and portrays perfectly normal discharges as body leakages that need fixing. In other words, it broadcasts a sense of shame to women.
We conducted quantitative research (8,000+ women) across multiple countries and fastidiously reviewed academic studies and poignant articles. The same themes kept cropping up again and again, which led us to our insight:
There’s an unhealthy quest for the perfect vagina: 44% of women are embarrassed by their vulvas and 57% feel pressure for it to look a certain way (Essity quantitative research) – as a result, labiaplasty (the procedure to alter the labia) was the fastest-growing cosmetic surgery in the world, up 45% in 2016 vs. 2015 (ISAPS). This toxic quest is fuelled by societal shame and censorship around women’s genitals.
To show women how much we care, we overturned a long history of shame and objectification to respectfully shatter the myth of the perfect vulva!
Execution
We created a long-form film showing diverse, beautiful vulvas of every shape and colour through analogous images such as oysters, conch shells, juicy fruits and cupcakes, singing loud and proud to the women who love them, subverting dozens of taboos.
To drive awareness, trial and education, we activated a digital-led campaign. We created Instagram votes that helped educate women about the do’s and don’ts of caring for their vulva.
To further encourage women to have a healthy relationship with their V-zone, all content drove to our campaign page, which featured articles that provided much-needed clarity on the questions no one else was addressing. We collaborated with best-selling authors Nina Brochmann and Ellen Stokken Dahl, authors of The Wonder Down Under: A User’s guide to the Vagina.
Results
Released in the Nordics, the campaign received immediate praise in media globally.
Paid media:
- Reached 90% of our target with 32m impressions, 21% over-delivery
- Facebook/Instagram/Snapchat delivered 37% of impressions, despite only a 16% share of ad spend, leading towards a lower CPM vs estimated
- Achieved best view (12.5%) and engagement rates (0.8%) of any product campaigns to date
- YouTube Brand Lift Study: 35.3% lift in Brand Awareness = ‘Best in class’ performance
It smashed all brand metrics. Most importantly, the ‘brand seems different in the category’ metric more than doubled versus norm (Ipsos, Dec. 2018).
A new entrant, we immediately met and surpassed targets, and Libresse wipes’ market share reached 33% five weeks after launch (Nielsen, Dec. 2018).
Viva La Vulva gaining the right to exist was a very hard battle with our media owners, but it paid off handsomely in the end:
The campaign was a glittering success driving brand consideration and sales.
ROI
More of our work
Categories
Coty Max Factor
Challenge
Max Factor is a hallmark brand in the world of beauty and enjoys near-universal awareness (94%). However, eroding salience and a growing disconnect between the brand and its customer base meant doing something drastically different to make Max Factor mean something more to a 35+ female audience; this is a group who had a fundamentally different relationship with make-up compared to their millennial counterparts.
While most beauty brands turn to TV, we needed something else – something unmissable.
Insight & Idea
Mirroring classic, Hollywood glamour
We would draw on Max Factor’s historic reputation: classic glamour, make-up artistry and Hollywood. And there was only one place this campaign could shine: the silver screen.
Knowing our audience go to the cinema approximately twice a year, we partnered Max Factor with Murder on the Orient Express and The Greatest Showman. Both films were pegged to be the biggest blockbusters for 2017, and had leading ladies who resonated with our audience.
We created bespoke content for the cinema in the form of make-up tutorials that recreated looks donned by the leading ladies in each film.
Aimed at our female audience in their ‘rediscovery stage’, looking to become their best selves, we showed how easy it could be to recreate ‘film star’ looks at home with a product range that could embrace and empower them.
Execution
The Plan: A series of unmissable blockbusters
Joining forces with 20th Century Fox, Digital Cinema Media and Recipe, Max Factor combined film footage with tailor-made tutorials led by brand ambassador Caroline Barnes.
In a media first, we partnered solely with flagship cinema venues – Picturehouse, Everyman, and Curzon – to bring a range of on and off-screen activity to life including events, takeovers and competitions.
But we didn’t stop there – Max Factor hosted four premier-style events.
Content was amplified through social and YouTube to further increase the reach of the campaign and create more excitement around the film launches.
The campaign was a glittering success driving brand consideration and sales.
ROI
Healthy Skin Harmony (the lead product) saw 3.5% value sales growth (the overall foundation category was in decline over this period). Max Factor was the #1 selling brand in self-select cosmetics over December – the thick of the campaign period. The rest, as they say, is history.
More of our work
Categories
ALDI
Categories
Sally Hansen
SALLY HANSEN USA FIRST-TO UNVEIL SNAPCHAT TRY-ON NAIL LENS A/R TECHNOLOGY
The Insight
The rise in social and digital consumption will accelerate artificial intelligence (AR) for beauty testing, discovery, and customization (McKinsey study)
The Opportunity
Zenith & Sally Hansen partnered on first-to-market snapchat nail AR technology, a first on the platform
The AR Filter
#1 Set Up
User’s Selfie view with Sally Hansen Miracle Gel in upper right hand corner
#2 Play
When selecting a Miracle Gel colour, user enters AR World lens experience transforming user’s nails into chosen colour.
#3 BUY
Shop Now button at the bottom of screen allows for immediate purchase.
More of our work