Shaping a brand into much more than a sanitary pad
I am a woman
We were approached by a maxi pad manufacturer in Iran, My Lady, to promote their range of sanitary pads. Our recommended approach was to strengthen the brand in the first phase and engage the consumer base rather than push our products on to them.
We ran a very successful and engaging campaign entitled “I am a woman”. We had noticed that the women who bought My Lady came from all walks of life and we wanted to reflect this in the brand. We encouraged them to tell us what ‘being a woman’ meant to them in their circumstances.
The campaign received over a million and a half of online video views with very positive engagement. Media outlets picked up on the campaign, without a PR element being present in the activation plan.