Category: Best Localised Campaign
Advertiser: PROCTER & GAMBLE
Product/Service: SANITARY TOWEL
Media Agency: MEDIACOM, Mumbai, INDIA
Business Director: Archana Ram (Mediacom India)
Senior Business Manager: Nikhita Arora (Mediacom India)
Investment Director: Natasha Kapoor (Mediacom India)
Senior Business Director: Anupama Biswas (Mediacom India)
Investment Manager: Shruti Singh (Mediacom India)
Media placement: TV Campaign - MTV, Zoom, - June 7 2011
Media placement: Magazine Ads - Grih Shobha, Femina, Grihashobha, Kumudam, Sananda,Grihshobhika - June 7 2011
Media placement: Dailies - Amar Ujala , Daily Thanti, Daily Sakal, Punjab Kasari, Anand Bazaar Patrika , Vijay Karnataka - June 7 2011
Media placement: Radio - Radio Mirchi - June 7 2011
Media placement: Standees / Posters - Washrooms In Major Multiplexes And Malls - June 7 2011
Insights, Strategy & the Idea
Feminine hygiene is a taboo topic in the conservative social fabric of India, and sanitary napkin penetration stands at a dismal 15%.
First time users were influenced by their mothers and lacked any other source of information.
Whisper had high brand awareness but low equity scores and variant level awareness
Two insights influenced our media strategy:
• Over 90% of Indian homes have single TV sets. TV viewing is a family affair, not a personal one. However, sanitary napkins used TV extensively (as it has the highest reach and affinity among women). But the embarrassed Indian women tended to look away when an ad came on screen!
• For girls, other girls are their confidantes– a sisterhood who supported each other, on everything. We identified a synergy between these sisterhoods and Whisper: just like a girl’s closest friends, who always boosts her and make her feel better when she is low, Whisper actually helps girls feel comfortable during their periods.
Creative Execution
We launched ‘Girl Dosti magic’, a platform for girls to celebrate their sisterhood.
In a an unusual category strategy, we only used mediums that were consumed by the target audience ‘discreetly’. The lead medium for Whisper was FM radio, which girls were hooked onto via their mobile phones.
In 19 cities, girls were invited to share how their girl ‘dosti’ helped them surpass difficult situations and to write in one ‘sisterhood’ wish, which, if selected, would be fulfilled by Whisper.
On radio, female DJs shared their sisterhood stories and encouraged call ins for the girl’s ‘Girl Dosti Magic Moment’.
Youth supplements on dailies were used and women’s magazines carried ‘girl dosti’ stories from readers.
Unique and discreet branding spaces, like women’s washrooms in malls and women’s trial rooms in stores were used.
On select niche channels on television, we aired vignettes on women and youth channels showcasing popular influencers who have strong sisterhoods that (along with Whisper) have been their support system.
Results and Effectiveness
• Spontaneous awareness of the Ultra variant shot up to 70% among girls exposed to the Girl Dosti campaign, over twice as much as among girls who were not aware of the campaign.
• Purchase intent (PI) rose by 40% among girls who heard about the campaign
• And key equity scores (keeps me feeling clean and dry, is for girls like me) showed a 20% jump!
• Most importantly, girls got a chance to learn about Whisper Ultra and all its benefits through mediums that they were comfortable with and went on to recommend it to all their friends (WOM increased by 21%)