Campaign details
Brand: LibraBrand owner: Essity AustraliaAgency: OMD AustraliaMarket: Australia
Executive summary
In 2019, Libra proved that unlocking conversations was the key to reversing a four-year sales decline.
Social listening showed that Libra’s share of period care category conversations was only 11% with competitor activity at 17%. We needed to increase Libra relevance, and Libra conversations to reclaim category leadership.
Armed with a powerful brand asset, the award winning #bloodnormal brand film, we knew we could disrupt – amidst fighting backlash and refusal from publishers to run our ad – but we not...