Campaign details
Brand: Bodyform/LibresseBrand owner: EssityLead agency: AMVBBDOCountry: GlobalIndustries: Feminine hygieneMedia channels: Online display, Online video, Social mediaBudget: Up to 500k
Executive summary
When we launched our campaign, we knew we would get some hateful reactions. But you don't break taboos without triggering visceral negativity. Otherwise, it wouldn't be a taboo.
This case study tells the story of how the Bodyform/Libresse marketing team galvanised the entire company to act more boldly to make a meaningful difference to its consumers: women.
It will explain how a great purpose, activated with...