A nightmare scenario for any marketer is having to affect behaviour change and drive sales among an audience with no access to commercial media, yet this was the challenge facing Procter & Gamble in Israel, as detailed in a WARC Rankings report: Media strategy through volatility.

Insight generation

P&G Israel’s annual problem-solving meeting with its roster of agencies suggested the use of an AI-powered app to help Orthodox Jewish women to manage their menstrual cycle. With this community unable to access commercial media, the advertiser used a combination of private Facebook groups and in-person influencer marketing to spread...