Creative Execution

Experienced owners-operators of vaginas share wit and wisdom on periods, confidence, sex, dating and beyond. Carefree presents the Matriarchs – four women who may not get periods anymore, but do have a lot of advice to share with a younger generation. We simply asked them questions, and they did the rest. Unfiltered and unscripted, we relied on their own experience, wit and sassy attitudes. After a day filming our vagina veterans, we found ourselves with plenty of amazing footage. We put our favourite stories into a hero film, and used it to introduce our Matriarchs on YouTube and Facebook. We linked back to the film on Instagram with short teaser videos. Eighteen short-form videos were also made. Each one tied into a product or piece of advice, but also linked back to the hero film.

More reach than any previous Carefree campaign. Brand engagement at an all-time high, with 82% positive interactions. 42% above average completion rate. 1.8 million engagements for the overall campaign and counting.

Everything that went into our video was designed to stand out on the social platforms our target audience (women aged 18 to 29) spend time on. Primarily, Instagram, YouTube and Facebook. We put our efforts into casting, instead of writing any script – because we wanted an engaging honesty that can take people by surprise. We also designed the videos to be simple, but visually stunning – with monochromatic sets and few props. Plus, old ladies talking about their vaginas is inherently pretty thumb-stopping. These platforms allowed us to target exactly who we wanted, and work between platforms and to tease and engage our content in different ways.