Mooncup Case study LOVE YOUR VAGINA by St Luke's

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Industry Feminine Hygiene
Media Case study
Market United Kingdom
Agency St Luke's
Creative Natalia Frizzi, Jamil Bhatti
Released March 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: MOONCUP
Product/Service: MENSTRUAL CUP
Date of First Appearance: Mar 15 2010
Entry URL:
Creative: Natalia Frizzi (St. Luke's Communications)
Creative: Jamil Bhatti (St. Luke's Communications)
Planner: Nimi Raja (St. Luke's Communications)
Media placement: Outdoor - London Underground - 15 March 2010
Media placement: Website - Online - 15 March 2010
Media placement: Ad Bikes - Sites Round London - 15 March 2010

Describe the campaign/entry
Mooncup is an alternative form of sanitary protection. It has thousands of loyal users but because it provokes extreme and often negative reactions, most of those users are shy in advocating it to others.

Our task was to raise awareness of Mooncup and normalise it.

We needed to take women on a journey and manage their introduction to the product.
We needed to change the conversation from rejection to one of curiosity.

We led women online to where they could fully understand Mooncup. Once we had started the conversation, we created a space for users to be more confident in recommending it.

Describe how the campaign/entry was launched across each channel in the order of implementation
We created a series of eye-catching posters featuring pet names that women called their vaginas and the url
The posters ran on the London Underground and featured names like ‘Lady Garden’, ’Va jay jay’ and ‘Coochie’.

The posters created intrigue and consumers went online to find out more.
Once they got to the site, they were able to find out about Mooncup and why they should consider it if they loved their vagina. We then involved consumers by asking them to submit their own vagina name to the ‘what do you call yours?’ poll.

Ad bikes were used to support the posters and deliver high-impact impressions for a similarly low cost.

PR and blogger outreach then helped to generate buzz and discussion online.

Give some idea of how successful this campaign/entry was with both client and consumer
During the first eight weeks, received over 250,000 unique users - around 10x the average online response to a poster campaign of this scale (source: OMD Direct Response databank).

Traffic to Mooncup Ltd’s website increased by over 300% for the duration of the campaign. The online poll has received over 47,000 votes and over 14,000 different names submitted from all around the world.

The campaign received coverage in titles such as The Guardian, Marie Claire and The Mirror and was covered on MTV and Radio 4. Comedian Jimmy Carr tweeted about the campaign and Amy Winehouse also joined the discussion. The value of the PR generated by the campaign is estimated at around £355,659 by industry experts, a 500% return on media investment.

Sales generated post the campaign will reduce the number of towels and tampons ending up in landfill or on beaches by an estimated 46 million items.