Why is this work relevant for Entertainment?

This work is not just a piece of film that lives on social media. Instead, it’s over 9 minutes of bespoke, platform-specific cheer content that has gone on to become a shareable tool for teenage girls to communicate with each other before, during and after their periods. It uses cultural relevance of cheers and social media behaviors to cut through the category and connect its consumers in a new way. It’s also pretty loud and in-your-face - much like teenage girls themselves.

Background

Social media has shaped today’s teenage girls. They know what’s what - especially when it comes to periods. Yet brands continue to talk to them as if otherwise. Our brief was to use social media to prove BONDS don’t follow the conventional rules around periods. The campaign objectives were then to: Grab attention and drive awareness Drive engagement and consideration Conversion - driving sales

Describe the creative idea

We created a cheer squad for BONDS Bloody Comfy Period Undies and tapped into teenage girls’ social feeds. Full of attitude and energy, our ‘Cheer Bleeders’ inspired them to period their own way. Wearing the undies and using the line, “Cheer through the bleed”, they cheered about all aspects of periods. Everything from cramps to cravings to bloody messes, these shareable cheers became a tool for teenage girls to engage with one another before, during and after their periods.

Describe the strategy

We’re talking to a new generation of ‘period apprentices’ - girls aged 13 - 18. These teens want to be acknowledged for the individuals they are. They want to be challenged and be the challenger. When it comes to periods and the way in which broader society encourages them to retreat during their cycles, naturally, they push back. They grew up with social media. They know what’s what when it comes to menstruation and so are unafraid to share their experiences. We wanted to create an entertaining way for our audience to pep one another up while on their period. Something they could use as a megaphone to show they don’t follow the conventional rules around periods - they set the agenda. Knowing this group of teenagers live and breathe social media, our idea had to show up in their space and on their terms- whilst being bold and unexpected.

Describe the execution

Over the 6 week period the campaign ran, teenagers (and their parents) couldn’t get the cheers out of their heads! With placements across Instagram, TikTok, Facebook, Snapchat, Spotify, and YouTube, there was over 9 minutes of platform-specific cheer content. We even turned some of the cheers into shareable GIPHY stickers for Instagram. We also directly engaged with TikTokers across Australia and New Zealand by finding their existing #periodtoks and replying with personalised cheers to help them cheer through the bleed. We then invited our TikTok audience to join the squad through a hashtag challenge where they could #duet with the Cheer Bleeders - dance moves and all.

Describe the outcome

REFER TO CONFIDENTIAL SECTION