In 2014, period brands were seen as cheesy and out-of-touch. TV ads featured blue liquid poured onto pads in clinical settings, along with sky-diving women in tight white trousers. It was time for a change. We knew that there was an opportunity to tap into real insights to give the brand a truly unique voice.
We listened. And we used this insight to create a social tone-of-voice that resonated with our audience.
Then…we started joining the conversation.
We create discussions that tap into the issues of the day. We collect and curate UGC to bring the brand back down-to-earth, celebrating the growing voice of our community.
A long-term social outreach programme that really means something to the community, and delivers measurable results. So much so that Bodyform moved all advertising spend from TV to digital in 2016.
Partnerships with the likes of Gemma Correll allow us to create genuinely ‘thumb-stopping’ content.
Results: Only brand in long-term growth in a declining market (volume and value); 'Understand me as a woman' IPSOS metric improving YOY since 2014.