Brand owner: Essity
Lead agency: Wunderman Dubai
Contributing agencies: Zenith
Country: Middle East & North Africa
Industries: Feminine hygiene
Media channels: Competitions & contests, Content marketing, Online video, Product sampling, Public relations, Sponsorship - sports, Word of mouth, influencers
Budget: Up to 500k
How can a challenger feminine care brand, with a quarter of the budget of the market leader, break taboos in the world's most conservative region?
That's the question Nana (also known as Bodyform in the UK) – a brand that wanted to be true to its global purpose of helping girls to live fearlessly – faced in this campaign. In the Middle East, Nana's core consumers were ashamed of their own period, to the point where they didn't even want to interact with a feminine care brand on social media.