The Campaign

The sanitary napkin category is aggressive in trying to push for their brands' superiority through different product innovations and demonstrations. The challenge is to cut through the noise of all these commercials to communicate that Modess is the most superior product through a creative demonstration that was tailor fit for teen viewing. Thus, the team chose a talent that was just like a teen— active, fun, playful; just not human. This resulted in a 12.4% engagement rate for the videos, that really helped teen girls feel more confident in Modess as their pad of choice, as validated by consumer feedback.

The Brief

The goal was to encourage a change in perception towards the brand from a low involvement product that the teen girls won’t talk about online, to a loved brand that will enable them to get over their doubt.

Creative Execution

With this in mind, the team started to create demos of extreme movement that would really put the sanitary pad to a test. To show ultimate movement, the team thought of using two dogs as talent. The specific breed chosen for the project was the Bichon Frise for their fluffy white fur and playful disposition.The pads were attached on the dog’s backs via straps. Two cups of blue liquid were poured on the pad, before the dogs were let loose to play around the room. This showcased the ability of the napkin to absorb the liquid soon after the liquid was poured; much unlike the other pad that was featured.

This demo was effective in cutting through the noise of the usual sanitary pad commercials. This material resulted in an amazing 12.41% engagement rate with our target market. That’s 400% greater than the industry average of 3%. Based also on the feedback on the material, the teens of today were truly convinced of the product’s superiority sharing comments like, “best napkin commercial ever!” and “i will buy and use it for real!” Thus proving that we were able to cut through the noise and convince them of the brand’s superiority.

The team had to think of ways on where and how best to reach the target market to convince them of the product’s superiority, without sounding like the rest of the category. The team then decided on pursuing digital as the platform to execute this because teens spend more time online than in-store where products are demonstrated. In the country, the primary platform that they use is Facebook, so it was decided that it be the starting point for the material.