Campaign details

Brand: Canesten
Brand owner: Bayer
Agency: PHD Media Australia
Country: Australia
Industries: Non-prescription, OTC products
Media channels: Online video, Programmatic display, Public relations, Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Have you ever had thrush? That uncomfortable itchy feeling in your vagina? If you have, I'm sure you wouldn't share the fact on social media …

… well, unless you have seen Thrush: The Musical by thrush treatment brand Canesten, which was liked and shared 21,065 times last year. With no creative agency involved, Canesten bravely gave full creative licence to YouTube sensations SketchSHE, which saw it increase sales of its thrush cream by 14%.