Results and Effectiveness

Results ‘blossomed’ across the board! Winning in…Business: National shipments increased +24%. Value share grew seven points. Winning in…Effectiveness: The MTV partnership with original content across 29 cities created 818 minutes of airtime, leading to a 120 media value index! Winning in…Consumers’ Minds: A best in class digital performance for Whisper brought in historically high unique visitors, 100M registration and 124M votes. Appeal with younger females also grew, with Brand UBA (Unprompted Brand Awareness) indexing at 117, BUMO (Brand Used Most Often) indexing at 103 vs. previous period.

Creative Execution

“Fresh Lyrics” Partnership/Promotion 1. Build credibility through one-of-a-kind partnership with known youth leader, MTV 2. Fuel self-expression with chance to compose ‘fresh’ music, win an once-in-a-lifetime experience • Use ‘their language’ – BBS (digital bulletin boards) seeding allowed Whisper to encourage participation in ‘teen speak’, through pass-along and chatter, without being overpowering or ‘old’. • Provide personal experience – Sampling showed how Whisper was changing itself for them – through trusted Magazines (PIE, Raily-SSXF), Environments they felt comfortable in (campus) or needed Whisper most (office). • Leverage alliances – Developed Whisper-customized segments, airing throughout the campaign. • Outlets to express/reward creativity – Offered chance to record MTV segments with celebrities, compose “fresh (song) lyrics”, with the winning lyric included in Xu Huixin’s (famous singer) album. i-Pods, mobiles, MTV-endorsed certificate prizes further encouraged involvement. • Female-focused spaces – Search plus Print partnerships catered to their personalized interests, available in ‘their time’, driving them Online to participate.

Insights, Strategy and the Idea

With goals of gaining share, Whisper China knew sourcing from competition would be the best opportunity. Brands like 7Space increasingly gained trial by positioning their brands younger. Knowing that scent was a key driver here to help young women feel more protected, Whisper set to launch their scented Fresh line. However, right products were only half the solution. The way into younger consumers’ homes was through their minds and hearts. Unfortunately, while their awareness was strong, they saw Whisper as unrelatable, “older” – meant for Mom, not them. Connecting Whisper with them would mean driving credibility. Young women follow ‘their’ experts, valuing trusted environments that speak to their desires, places where they can express themselves. Now, Whisper knew the value of trust, especially for topics like FemCare. "Have a Happy Period" campaign had proven consumers’ willingness to engage in/with FemCare content. The challenge now was making this real for Youth.