Libresse - Art to destroy taboos

Authentic visuals about periods for Libresse

Libresse is not only a feminine hygiene brand. It’s a project whose goal is to openly communicate about women’s physiology with progressive Ukrainians. 

Sasquatch Digital has been collaborating with Libresse since 2015.

GOALS AND OBJECTIVES

1. To create demand.

2. To improve brand loyalty.

3. To increase the sales of Libresse.

TARGET AUDIENCE

The audience includes progressive women aged 18-45, with whom we are going to build warm but not too familiar communication. We speak about complex things related to female health in simple words. We support women and inspire them to accept their nature.

STYLE AND CHARACTERS

Our specialists have designed a color palette based on the customer’s recommendations and enhanced it with new shades of the character’s clothes and skin as well as of the background and geometric patterns. The drawings are made in a sketch manner, with no sharp lines and contours. We also have changed the faces of the drawn girls, namely, made them more colorful, realistic, and emotional.

IDEA OF THE CAMPAIGN

Our idea is to neglect the general trend for perfect appearance and show real women in various situations.

In 2023, we did even more, namely, augmented the main, already recognizable, direction of brand communication with several powerful ideas. First, we focused on the real problems women have, specifically, in wartime. Support is always on the agenda, as health can’t wait until the end of an air raid alert. Second, we put emphasis on Ukrainian identity. Having changed their approach, our designers made the visuals authentic, with national aesthetics. The refreshed style appealed to the audience and helped tighten communication. The results are apparent from activity: visuals collect 13 times more likes and are saved 15 times more often than other posts. As for the ER, it grew by 11 points. 

RESULTS

+1 designer on staff

16 % of average engagement