Title | CHEERBLEEDERS |
Brand | BONDS |
Product / Service | BONDS BLOODY COMFY UNDIES |
Category | B09. Use of Social Platforms |
Entrant | SPECIAL Sydney, AUSTRALIA |
Idea Creation | SPECIAL Sydney, AUSTRALIA |
Media Placement | OMD Melbourne, AUSTRALIA |
Production | REVOLVER Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Kelly McBride | Bonds | Client |
Kedda Ghazarian | Bonds | Client |
Amanda Varbaro | Bonds | Client |
Lindsey Evans | Special Group | Founding Partner & CEO |
Cade Heyde | Special Group | Founding Partner & Managing Director |
Rebecca Stambanis | Special Group | Strategy Director |
Tom Martin | Special Group | Partner & CCO |
Julian Schreiber | Special Group | Partner & CCO |
Luke Thompson | Special Group | Creative Director |
Toby Moore | Special Group | Creative Director |
Cat Williams | Special Group | Creative |
Jessica Roberts | Special Group | Creative |
Maggie Webster | Special Group | Designer |
Paige Prettyman | Special Group | General Manager |
Emma Salmon | Special Group | Business Director |
Timmi Tsapaliaris | Special Group | Business Manager |
Sophie Simmons | Special Group | Senior Integrated Producer |
Lelani Croucher | Revolver | Director |
Michael Ritchie | Revolver | Executive Producer |
Alexandra Taussig | Revolver | Producer |
Sam Chiplin | Revolver | Director Of Photography |
Scott Stirling | Glue Society | Offline Editor / Colourist |
Viv Baker | Glue Society | Online editor |
- - | Otis Studios | Music and Sound |
Alexandrena Parker | The Kitchen Creative | Photographer |
- - | Visual Thing | Retouching |
We didn’t just create films for teenage girls to watch, we gave them shareable content they could use as a communicative tool on their native platforms. Be it through shares, likes or tags, this content was theirs to use to engage with and support each other during their cycles. Knowing teens use Instagram and TikTok very differently, we created different executions for each, being more personal and raw on TikTok as opposed to more polished and considered on Instagram. We also created bespoke cheer content for #periodTokers and in turn, made them our advocates to spark more conversations.
Social media has shaped today’s teenage girls. They’re more confident, expressive and unafraid than they’ve ever been. They know what’s what - especially when it comes to periods. Yet brands continue to talk to them as if otherwise. Our brief was to use social media to prove BONDS don’t follow the conventional rules around periods. The campaign objectives were then to: Grab attention and drive awareness Drive engagement and consideration Conversion - driving sales
We know our teen audience uses social media as a way to communicate with friends and share ideas, so our creative had to be mobile first. It had to be loud, proud and more than just thumb-stopping. Meet the Cheer Bleeders, a cheer squad for BONDS Bloody Comfy Period Undies that embedded itself into teenage girl culture via their social feeds. Full of attitude and energy, our ‘Cheer Bleeders’ inspired them to period their own way. Wearing the undies and using the line, ‘Cheer through the bleed’, they cheered about all aspects of periods. Everything from cramps to cravings to bloody messes!
We’re talking to a new generation of ‘period apprentices’ - girls aged 13 - 18. These teens want to be acknowledged for the individuals they are. They want to be challenged and be the challenger. When it comes to periods and the way in which broader society encourages them to retreat during their cycles, naturally, they push back. They grew up with social media. They know what’s what when it comes to menstruation and so are unafraid to share their experiences. We wanted to create an entertaining way for our audience to pep one another up while on their period. Something they could use as a megaphone to show they don’t follow the conventional rules around periods- they set the agenda. Knowing this group of teenagers live and breathe social media, our idea had to show up in their space and on their terms - whilst being bold and unexpected.
Over the 6 week period the campaign ran, teenagers (and their parents) couldn’t get the cheers out of their heads! With placements across Instagram, TikTok, Facebook, Snapchat, Spotify, and YouTube, there was over 9 minutes of platform-specific cheer content. The cheers were unapologetic - much like teenage girls themselves. We also directly engaged with TikTokers across Australia and New Zealand by finding their existing #periodtoks and replying with personalised cheers to help them cheer through the bleed, and spark further discussions. We then invited the rest of our TikTok audience to join the squad through a hashtag challenge where they could #duet with the Cheer Bleeders - dance moves and all.
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