Creative Execution

PMS Factor is an online survival tool to help women take control of their PMS. Women could take a PMS personality quiz to help identify their inner Pre-Menstrual Souls and receive relevant tips and tricks to handle PMS . They could also send reminders to friends, and even the men in their lives, to warn them of their impending PMS alter-ego. Then in partnership with Lunch Club Asia, special meals, each packed with superfoods to alleviate PMS, could be ordered online. Finally, to combat the actual time of the month, women could request for a Libresse sample.

The campaign attracted a total of 71,895 unique visits in 6 weeks, with an average time spent being 2-4 minutes. This meant that each visitor consumed almost, if not all, content on the site. The most tangible result out of this campaign -request for Libresse samples increased by 100% from the average daily benchmark.

For a good while now, the women’s hygiene category has struggled to find an emotional connection with its audience. Competitive brands chose the safeness of positive associations, with so much said and done about ‘Happy Periods’, ‘Confident Periods’, ‘Carefree Periods’. The competition, fearing women’s rejection, hadn’t the guts to break new ground and truly address the negatives of that time of the month. That was until LIBRESSE identified an opportunity in the negatives of having a period: PMS (Pre-Menstrual Symptoms). LIBRESSE connected with women emotionally by showing them that even the anguish of PMS can be flipped into a position of power, liberation and strength – the brand values of Libresse. Granted, they’re never ridding themselves of PMS but at least, they could address it with a brand that cares. The idea: PMS Factor - The ultimate PMS survival kit.