The Campaign

As a challenger brand, Libresse had a tough objective: Achieve 15% trial among Gen-Y. Brand switching is very difficult in the feminine hygiene category as most consumers operate on auto-pilot mode, thinking, “Why change when my current brand is delivering?”. A never before done engagement plan had to be devised. Our studies showed that Gen-Y loved brand engagement that has elements of participation and empowerment. Libresse had to empower these women to be who they wanted to be with confidence. This insight of 'Confidence to achieve' led to the big idea 'You’ll never know you like it until you try it.' The engagement plan challenged the Gen-Y women to participate, interact and experience Libresse on their own terms before accepting it.

Success of the Campaign

As the 'Try it' message sunk in, spontaneous brand awareness grew 300%. Libresse achieved 34% trial, up 2X plus against the set target of 15%. Libresse became the No.3 brand of Sanitary Pads in Malaysia from No.8 The click through rate was 11X higher than industry standard. Consumers spent 2,309 hours on Libresse microsite and 32 hours on mobile speaking to Libresse.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign kicked off with 3 TVCs, which were also seeded online, that did not conclude and were cliff-hangers. These cliff-hanger TVCs / videos generated buzz and chatter from social influencers and lured consumers to the Libresse website. At the microsite, by inputting their mobile numbers, consumers received a call from the celebrities and were guided through choosing challenges they wanted to see the celebrities do. Magazines also directed the readers to the website.