Msd: THE SMART GIRLS’ CIRCLE

Credits & Description:

Advertiser: MSD
Agency: GOLIN HARRIS
Category: Healthcare and Services
Senior Manager: Alina Popa (GolinHarris)
Media Manager: Anca Scarlat (GolinHarris)
Account Director : Corina Sofariu (Medic One)
Account Executive : Ioana Vulcan (Medic One)
Managing Partner : Dr. Oana Cociasu (Medic One)

Execution
The two-step strategic platform came to life as follows;1. www.cerculfetelordestepte.ro/ online platform The anchor of the campaign, this educational platform offered Romanian women the resources to make informed decisions about their contraception e.g. a 12-step test indicating the most suitable contraceptive method for them2. In Bed with Adela Soap star, Adela Popescu addressed target media... a bed, in a hotel room. Under the sheets, wearing a dress specially made by a well known designer she spoke about the importance of contraception. She made a headline-dominating confession that she ‘does it once a month’ (administers the contraceptive naturally)!3. Adela goes on and onAdela’s involvement didn't stop here, she continued to support us with a series of advertorials, offering details about her own contraceptive methods and intimate choices.

Effectiveness
We secured unprecedented media hits (over 60 pieces in less than a month with an AVE over 70,000 euro), reaching a total of 2.5 million people (1/8 of the population). All coverage mentioned our ‘once a month’ differentiator and positioned Nuvaring as a new and effective contraception method. Nearly three quarters of consumers heard about the product from the PR campaign alone and, in the following five months, sales increased by 50%.

Campaign Description
Abortion is considered a method of contraception in Romania with 400 performed daily. 49% of women have never had sexual education and 56% don’t use contraception. Strict rules govern contraceptive communication, limiting any mention of brand names to launch. Our challenge therefore was to create demand for Nuvaring – an intravaginal contraceptive device already available – without a traditional brand campaign. Thankfully, Nuvaring IS the category. So any debate around vaginal rings would also raise Nuvaring’s awareness. First, we developed an education platform to generate debate around contraceptive methods. We then built a highly engaged and vocal community, the ‘Smart Girls Circle’, echoing the product’s shape. The community launched via a press event in a hotel bed with a well-known soap star, Adela Popescu. Adela’s shocking confession, “I do it once a month,” underlined the product’s USP – it is self-administered once a month. An exclusive dress by a popular designer - part of a specially-created “Smart Girls Do It Once A Month” clothing line - reinforced the message and took the conversation into lifestyle media. The media relations campaign was supported by social media activation, partnerships, focus groups and a “Smart Girls Circle” educational road show.We secured unprecedented media hits, reaching 2.5 million people (1/8 of the population). All coverage mentioned our ‘once a month’ differentiator and positioned Nuvaring as a new and effective contraception method. Nearly three quarters of consumers heard about the product from the PR campaign alone and, in the following five months, sales increased by 50%.

Client Brief Or Objective
Our challenge was to create additional demand for the product (already available) without a traditional brand campaign, creating public debate of at least a month around contraception. This would potentially contribute to a significant social change for the women of Romania and wider society. The specific communication imperatives were; 1.To establish Nuvaring as the number one contraceptive in Romania•At least 20 articles including the ‘best product on the market’ message •70% of coverage to mention the ‘once a month’ message 2.To promote the online platform www.cerculfetelordestepte•Reaching over 10,000 unique visitors in two months

Strategy
Focusing on the fact that Nuvaring IS the category, our strategy centered on generating debate around the vaginal ring therefore simultaneously raising awareness for Nuvaring. To reach our target audience (20-35 year old urban women; mass media and trendsetters and other key opinion formers), we built a two-step strategic platform;1.Educate and generate widespread debate around contraception as a crucial foundation 2.Further elevate awareness building an event around a relevant and credible celebrity

Relevancy
In a religious country with complex cultural and socioeconomic influences, abortion is considered a contraception with over 400 performed daily. 49% of women have no sexual education and 56% don’t use contraception and so there is huge potential to improve the lives of women across Romania. A further challenge however, is the strict rules governing contraceptive communications, preventing brand mentions outside of a launch event. The product - an intravaginal device, self-administered once a month - is unique in Romania and so Nuvaring IS the category. Any debate created around vaginal rings would also therefore raise awareness for our client.