BONDS UNPLUGGED

Short List
TitleBONDS UNPLUGGED
BrandBONDS
Product / ServicePERIOD UNDIES
CategoryD01. Use of Original Composition
EntrantLEO BURNETT MELBOURNE, AUSTRALIA
Idea Creation LEO BURNETT MELBOURNE, AUSTRALIA
Production PHOTOPLAY Sydney, AUSTRALIA

Credits

Name Company Position
Jason Williams Leo Burnett Melbourne Chief Creative Officer
Michelle Walsh Leo Burnett Melbourne Creative Director
Ellie Dunn Leo Burnett Melbourne Copywriter
Stacey Karayannis Leo Burnett Melbourne Art Director
Kim Thompson Leo Burnett Melbourne Account Director
Adrian Jung Leo Burnett Sydney Head of Production
Michelle Browne Leo Burnett Sydney Integrated Producer
Ilona Janashvili Leo Burnett Melbourne Director of Integrated Strategy
Abigail Dubin-Rhodin Leo Burnett Sydney Strategist
Alexandra Roubine Leo Burnett Sydney Connections Strategist
Jasmin Tarasin Photoplay Director
Jessica Walton Photoplay Assistant Director
Oliver Lawrance Photoplay Executive Producer
Emma Thompson Photoplay Head of Production
Joelle Baudet Photoplay Editor

Background

For teenage Aussie females, tampons are the go-to period product. Our task was to get them switching to new Bonds Bloody Comfy Period Undies – a more natural, liberating way to period. To reach teens in a way they’d want to listen, we created Bonds Unplugged: The world’s first acoustic album about periods, written entirely by artists on theirs. We assembled six chart-topping female artists who Aussie teens look up to and got them to write an acoustic-style song on their period, while wearing a pair of Bonds Bloody Comfy Period Undies. We then recorded the songs live and unplugged and released them as an album across major streaming sites, and as live performances across multiple social platforms. The album was supported on Tik Tok, Facebook, Instagram, YouTube and TV by a flow of content that encouraged girls to Live Life Unplugged.

Describe the creative idea

Our target audience for the campaign was Australian teenage girls, aged 12 years and over. Given teens generally aren’t interested in what brands have to say, our strategy was to reach them in a way they’d want to listen. Our answer to this was Bonds Unplugged: the world’s first acoustic album about periods, entirely written by artists on their period. The album featured six chart-topping female artists who Aussie teens look up to, and was shared digitally on music and social platforms most popular among teenage girls, including Spotify, Tik Tok, Instagram, YouTube and Facebook. Through the reassuring words of their musical idols, we were able to instil period pride in teenage girls and introduce them to a comfier, more liberating, new way to period.

Describe the strategy

Our target audience for the campaign was Australian teenage girls, aged 12 years and over. Given teens generally aren’t interested in what brands have to say, our strategy was to reach them in a way they’d want to listen. Our answer to this was Bonds Unplugged: the world’s first acoustic album about periods, entirely written by artists on their period. The album featured six chart-topping female artists who Aussie teens look up to, and was shared digitally on music and social platforms most popular among teenage girls, including Spotify, Tik Tok, Instagram, YouTube and Facebook. Through the reassuring words of their musical idols, we were able to instil period pride in teenage girls and introduce them to a comfier, more liberating, new way to period.

Describe the execution

To create Bonds Unplugged, we assembled six chart-topping female artists who Aussie teens look up to and got them to write an acoustic-style song on their period, wearing Bonds Bloody Comfy Period Undies. We then recorded the songs live and unplugged and released them across major streaming platforms over a six-day cycle to reflect the average length of a period. The album was supported on teen-friendly platforms including Tik Tok, Facebook, Instagram, YouTube and TV, by a flow of content that encouraged girls to Live Life Unplugged. The national campaign ran for an eight-week period.

Describe the outcome

The Bonds Unplugged campaign enjoyed incredible results. Pre-campaign, the average weekly sales for Bonds Bloody Comfy Period Undies was 5,274 units per week. During the campaign, this rose to 24,067 units per week – resulting in a 356% uplift in sales. The campaign garnered over 12.1 million media impressions; the Bonds Unplugged album was streamed 24,571 times over the campaign period, and the live performances received a 54% View Through Rate on YouTube. The range also won Woolworths’ – Australia’s largest supermarket chain – New Product Launch of the Year. An epic result indeed.

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