Malaysian Media Awards Winners Showcase

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Challenge
Carefree, an exclusive ‘Panty Liners only’ brand operating in a category propelled by sanitary pads usage had very few reasons to be part of mainstream category conversations. Hence the challenge of amplifying its share of category conversations that was not dictated by its share of category.

Solution
Building Brand engagement through distraction: Malay teenage girls were passionate about TV Dramas, which allowed them to imagine themselves leading interesting lives, packed with romance and adventure. They spent endless hours discussing these on social networks. Carefree decided to give these girls a once in a lifetime chance to debut alongside the brand ambassador and popular TV star Scha in its specially conceptualized branded TV Show Dunia Kita’ weaved around Malaysian teen world.

Execution
Dunia Kita was conceptualized around Carefree’s brand belief of ‘celebrating each and every moment in life’. What followed was a nationwide ‘Carefree Girl Search’ to star alongside brand ambassador Scha. Girls where were encouraged to buy trial packs, register online and appear for auditions in their city. A campaign that set the social media abuzz for the next five months across the stages of auditions, Grand Finale and TV debut of the Carefree Girl.

Results
The Campaign generated PR worth $1.28 Million in both online and offline medias Dominated Online Category conversations with 90.5% share for five months Engaged over 750,000 Malaysian girls online [62.5% female facebook population] 10.5% increase in sales and over 60,000 trials 6X Return on Investment.