Bodyform: No blood should hold us back

This case study describes how feminine hygiene brand Bodyform set out to own online share of voice with minimal marketing investment, by challenging taboos with a provocative film featuring sport, exercise and menstrual blood.

Bodyform: No blood should hold us back

Rebecca Fleming

Campaign details

Brand: BodyformBrand owner: SCALead agency: AMV BBDOCountry: United KingdomChannels used: Content marketing, online display, online video, social media, websites & microsites, word of mouth, advocacyBudget: Up to £500k

Executive summary

Bodyform is a relatively small brand in a category dominated by a single giant competitor. It faced a big challenge – to own online share of voice, with minimal media spend. To achieve this, Bodyform uncovered a powerful insight to inform the development of an idea that challenged taboos...

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