Tampax: The GIF answer

Tampax, a menstrual product brand, created The Giphy Channel to dispel myths that prevented girls from using tampons and recruit new Italian users under 24-years-old, convincing them to use tampons instead of pads.

Summary

This is the story of how educational entertainment can be powerful and effective in gaining people's attention and effecting behaviour change.

Thanks to a profound understanding of our target audience both in terms of barriers and communication codes we've been enable to transform a small & low budget brief (€45,000) into an effective campaign that led to a record penetration of 22.4 % in our target.

The brief was simple: to recruit new users in the under 24 segment for Tampax in Italy, convincing them to use tampons instead of pads. A habit difficult to change. Because once a...

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