Bodyform: How a little blood goes a long way

Alaina Crystal, Margaux Revol

Bodyform, the feminine hygiene brand, built an emotional connection with women in the UK aged 18-24 by urging them to not allow blood to hold them back.

Campaign details

Brand: BodyformBrand owner: EssityLead agency: AMVBBDOContributing agencies: Zenith MediaCountry: GlobalIndustries: Feminine hygieneMedia channels: Cinema, Content marketing, Online video, Search marketing, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

Bodyform is a relatively small brand in a category dominated by a single giant competitor – Always. 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 around periods.

Periods can...

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