Malaysian Media Awards Winners Showcase

2019 | |

Programmatic Periodic Table: From Women To Woo Men!

Advertiser: Libresse
Brand: Libresse
Creative Agency: -
Credits: -

The Challenges
Periods have perennially been a stigma for women. Discussions about periods have been taboo. The challenge was to neutralize the key carriers and sometimes involuntary propagators of this stigma: conversations involving males. We needed to drive higher comfort and awareness among males in conversation, about periods.

Insight, Strategy and the Idea
Media agency takes the challenge head on by initiating positive and aware conversations involving men, about periods. A character named “Get Real Bro” explained how periods work, from a guy’s point of view. Using Social listening and browser tracking, we listened to 10,000+ conversations and created 50+ high consumption categories where male audience participation is highest. Keeping the core audience “females” into consideration as well. These conversations were then tactically targeted and hijacked contextually, to drive home REAL awareness about periods.

Media Execution
Using 3rd party data segments, these 52 (27 Males and 25 Females) categories led to 300+ subcategories, e.g. Personal grooming was further categorized into personal care, perfumes, hair care etc. We had the right periodic table to target right context & audience, for maximum impact. With 5+million audiences defined, we launched a full stroke campaign on Facebook, Youtube and PMP platforms with Auto optimized budgets to ensure higher ranking categories in periodic table (by relevancy and audience size) receives highest impression share.

Results and Effectiveness
Campaign delivered a total of 27mil impressions, 4.6mil views, VTR 12%,, 36% and 60% on Facebook, YouTube and Premium network. The results saw an uplift of 16% VTR as compared to previous campaigns. Overall 1000+ conversations were generated online focusing on how they now see menstruation positively. With those results, we manage to hit the nail by breaking the taboo in men’s mind.