Libresse - EXPRESS YOURSELF AND BE IN TREND

Libresse is an international brand of women’s menstrual pads, panty liners and other feminine hygiene products. Owned by Swedish consumer goods company Essity.

The agency has been working with Libresse since 2015.

GOALS AND TASKS

The key goal of the activities is to broadcast online information about the brand’s bundling campaign in retail and stimulate sales. During the online campaign, pads were sold complete with pins (badges) through which the customer could express herself.

As part of the activation:

1. Attract attention to the promotion in retail.

2. Convert the target audience of the campaign into a category of consumers.

3. Maximize campaign reach. 

1. Create demand.

2. Increase brand loyalty.

3. Increase sales of Libresse.

THE TARGET AUDIENCE​

Girls and women from 18 to 40 years old, residents of Ukraine.

IDEA

Each girl is unique, but all of them are all united by hobbies and dreams. Someone sees himself as a star on the stage, someone in the sports arena, and others have the courage to declare their daring and realize themselves in anything!

In order for the contestants to express themselves and show their dream or passion, we invited them to take photos with the pins that could be found on every Libresse package during the campaign period.

IMPLEMENTATION

We chose the mechanics of promo activity, which at the time of the campaign was already well known to the audience – a photo contest! To participate the girls had to complete only 4 steps:

1. Buy Libresse pads with a favorite pin.

2. Take a photo where the pin is clearly legible.

3. Upload the best shot to a specially designed promotional landing page pins.libresse.ua to win the daily contest.

4. Share photos through the website interface on Facebook to win the weekly competition.

Every day for a month, using the random.org service, we selected 5 participants who received certificates for purchases in the MakeUp online store. Weekly, we chose three participants from all those who shared their photo on Facebook. Three of these participants received an annual subscription to the SportLife fitness club chain.

In order to achieve the goal of reaching the campaign, we formed a mix of targeted advertising on Facebook and Instagram, contextual advertising on Google, and displayed advertising on sites with the highest concentration of target audience. In addition, we conducted seeding on target sites, in particular on VK.

Activation was implemented from October 26 to November 26, 2017.

RESULTS

35% exceeding KPI for target audience coverage

821 photo with pins

28,8 thousands of unique users on the site

34% exceeding KPI by the number of participants

3,9 million users covered by the company