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. A hero film was used to introduce our Matriarchs on YouTube and Facebook. We linked back to the film on Instagram with short teaser videos. We also made eighteen eye-catching short-form videos. Each one tied into a product or piece of advice, but also linked back to the hero film. Together, our videos created an always-on tapestry of content that runs across multiple social and digital channels for a full year.

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 and counting.

We designed a campaign whole-heartedly built for the social platforms our target audience (women aged 18 to 29) love. 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 designed the videos to be visually stunning in a simple way that would stand out in a social media feed. Plus, old ladies talking about their vaginas is inherently pretty thumb-stopping. These platforms allowed us to target exactly who we wanted with multiple videos, letting our story unfold on the platform they felt most comfortable on. It also let us work across platforms to tell a richer story for women who wanted to hear more from our vaginal veterans.