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The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Always: Always On Bat-Mitzvah

Case Study • Gilad Kat, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Feminine care brand Always created a virtual Bat Mitzvah to appeal to girls over 12, and their mums, in Israel.

U by Kotex: Black Community PMP

Case Study • Sherine Patrick, Nisha Ashra, Rachel Lowenstein, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Feminine hygiene brand U by Kotex founded a Black Community private marketplace (PMP) in the United States that supported Black content creators and publications; its goal was to raise brand awareness, consideration and favorability by allying itself with Black Lives Matter (BLM).

Always: Rabbi Bot

Case Study • Gilad Kat, WARC Media Awards, Gold, Effective Use of Tech, 2020

Feminine care brand Always created an app to solve tensions around biblical commandments and menstruation to build equity and increase relevance among religious Jewish women in Israel.

TENA: Too much?

Case Study • Laura Hazell, Beatrice Farmelo, Rob Sellars, Ben West, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Feminine incontinence products brand TENA ran a multi-channel campaign in the United Kingdom and France to improve its image by breaking taboos around related to women's health and ageing.

Libresse: Liberating Our Periods - Libresse women marketing campaign

Case Study • SABRE Awards, APAC, Consumer Products, Gold, 2020

Libresse, a feminine hygiene brand, launched its campaign Liberating Our Periods on Menstrual Hygiene Day in China with the aim of dismantling prejudice against menstruation and building the brand as a new and sharp symbol of female power.

Always Free: SEMPRE LIVRE®, Sempre Juntas

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2020

Stay Free, a brand of menstrual hygiene products, launched a series of press kits and a documentary to break the taboo around the subject of menstruation in Brazil.

Libresse: A messy business

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Libresse, a brand of feminine hygiene products, launched its Live Fearless narrative in the UK through which it created a series of campaigns around normalising periods, both in culture and the media.

From Xena to Carmilla: Engaging LGBTQ consumers with branded content

Article • Brian Carruthers, Event Reports, Lions Live, June 2020

Discusses how brands can engage with people in minority communities by telling good stories through a web series, Carmilla, which proved so popular that it became a movie by Kimberly Clark’s Kotex.

Bodyform/Libresse: Viva La Vulva

Case Study • Marketing Society, The Brave Awards, Highly Commended, 2020

Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip-sync video that encouraged women to love their vulvas.

Mylan Saugella: Break the Taboo campaign

Case Study • SABRE Awards, In2 EMEA, Best Use of Original/Commissioned Research for PR, Gold, 2020

Mylan, a pharmaceutical company, launched research that it turned into promotional content to open up a conversation among women about their wellbeing to promote its brand of feminine hygiene products, Saugella, in France and Italy.

Procter & Gamble Co (Household & domestic)

Article • Euromonitor Advertiser Profiles, May 2020

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Libresse: Viva La Vulva

Case Study • AME Awards, Best of Show, Regional Platinum - Europe, Gold, 2020

Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip sync video that encouraged women not to be ashamed and to love their vulvas.

Kao Corp in Tissue and Hygiene (Household and domestic)

Article • Euromonitor Advertiser Profiles, March 2020

This Company Profile from Euromonitor provides key details and analysis of Japan-based manufacturer Kao Corp in the tissue and hygiene category.

Stayfree: Project Free Period

Rankings • WARC Effective 100, 2020

Feminine care brand Stayfree connected to sex workers in India by creating a curriculum that taught invaluable skills.

Bodyform/Libresse: Viva La Vulva

Rankings • WARC Effective 100, 2020

Bodyform/Libresse, a brand of feminine hygiene products, embraced all forms of genitalia by launching a lip sync video that encouraged UK and Scandinavian women to love themselves, vulvas and all.

Bodyform/Libresse: There will be blood. And vulvas.

Rankings • WARC Effective 100, 2020

Bodyform/Libresse, a brand of feminine hygiene products, connected to UK and Scandinavian women by creating an open culture about period blood and vaginas.

Bodyform/Libresse: Viva La Vulva

Rankings • WARC Creative 100, 2020

Bodyform/Libresse, a brand of feminine hygiene products, embraced all forms of genitalia by launching a lip sync video that encouraged UK and Scandinavian women to love themselves, vulvas and all.

The Female Company: The Tampon Book – A book against tax discrimination

Rankings • WARC Creative 100, 2020

The Female Company, an organic period products brand, sold tampons in the form of books to allow it to sell them for a lower tax rate and start the debate around gender inequality in the laws on taxing tampons in Germany.

Competitor strategies in beauty and personal care

Article • Euromonitor Advertiser Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.

Taboo-tackling campaigns win APG Grand Prix for Bodyform/Libresse

News • 17 October 2019

A series of campaigns for Bodyform/Libresse tackling taboos around women’s periods and intimate hygiene has won the Grand Prix in the 2019 APG Creative Strategy Awards.

Bodyform/Libresse: There Will be Blood. And Vulvas.

Case Study • APG (UK), Grand Prix, 2019

Bodyform/Libresse, a brand of feminine hygiene products, campaigned in the UK to normalise discussions of periods, and women's bodies and establish itself as a vocal women's empowerment brand.

Stayfree: Project Free Period

Case Study • WARC Cases, Grand Prix, Creative Effectiveness, Spikes Asia 2019

Stayfree, a feminine hygiene brand, used the power of two taboos, periods and prostitution, to draw attention to women's employment potential in India and achieve 19% growth for the brand.

Stayfree: Take Back Your Time

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Prize for Asian Strategy, Shortlisted, 2019

Feminine care brand Stayfree adapted a value proposition in India to boost sales and redefine how women see sanitary pads.

Stayfree: How pads bridged the gap from periods to progress

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, Abhishek Shastri , WARC Prize for Asian Strategy, Entrant, 2019

Feminine care brand Stayfree used a multi-media campaign in India to completely redefine its audience and value proposition.

Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
Procter & Gamble’s strategy for COVID-19 – and playbook for the recession

Article • Stephen Whiteside, WARC Exclusive, April 2020

Procter & Gamble, the consumer-packaged goods manufacturer, is seeking to maintain its focus on consumer insight and brand building in response to COVID-19, and the financial challenges that are likely to follow.
What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.