Whisper DM HAPPY IT'S HERE by Leo Burnett Singapore

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Industry Feminine Hygiene, Business equipment & services, Corporate Image
Media Direct marketing
Market Singapore
Agency Leo Burnett Singapore
Creative Director Valerie Cheng
Art Director Yeo Yenyen
Designer Celeste Ang, Ivan Yeh
Released August 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: PROCTER & GAMBLE
Date of First Appearance: Aug 19 2009 12:00AM
Entry URL: http://www.practicalmagic.com.sg/whisper/hih/advertising/
Creative Director: Valerie Cheng (Leo Burnett/Arc Worldwide Singapore)
Art Director: Yeo Yenyen (Leo Burnett/Arc Worldwide Singapore)
Senior Copywriter: Lynn Chiam (Leo Burnett/Arc Worldwide Singapore)
Designer: Celeste Ang (Leo Burnett/Arc Worldwide Singapore)
Designer: Ivan Yeh (Leo Burnett/Arc Worldwide Singapore)
Senior Flash Programmer: Nicholas Ng (Leo Burnett/Arc Worldwide Singapore)
Account Director: Jorida Ong (Leo Burnett/Arc Worldwide Singapore)
Account Manager: Jacinta Francis (Leo Burnett/Arc Worldwide Singapore)
Project Manager: Justin Ong (Leo Burnett/Arc Worldwide Singapore)
Regional Account Director: Sue Mulhall (Leo Burnett/Arc Worldwide Singapore)
Regional Account Director: Yvonne Koh (MS&L Singapore)
Accoutn Manager: Denise Tan (MS&L Singapore)
Regional Digital director: Nick Handel (Leo Burnett/Arc Worldwide Singapore)
Media placement: Campaign Website - Online - 19 August 2009
Media placement: FaceBook Compliment Application - Facebook - 19 August 2009
Media placement: FaceBook Pledge Application - Facebook - 19 August 2009
Media placement: Shopper Marketing - Watson Stores - 19 August 2009
Media placement: Event/Activation - Orchard Cineleisure Singapore - 5 December 2009
Media placement: PR - Blogger And Media Outreach - PR - 14 July 2009
Media placement: MSN Emoticons - MSN Messenger - 19 August 2009
Media placement: Radio - Radio Station 98.7FM - 22 November 2009
Media placement: Online Polls - Facebook - 19 August 2009
Media placement: EDM - Online - 19 August 2009

Describe the brief/objective of the direct campaign.
The period is a symbol of femininity yet many girls would shy from talking about it. If this continues, it would become harder for them to truly embrace being who they are and this resentment towards periods perpetuates the taboo. How can we start a conversation with girls between the age of 18-24 about a private and sensitive topic such as periods? So that they may understand and truly appreciate being who they are and thus embrace their womanhood positively - Whisper’s brand purpose behind 'have a happy period'.

Explain why the creative execution was relevant to the product or service.
Happy It's Here is the first platform for girls to express how they feel about periods and also learn from each other as a community of girls. A key attribute which made the campaign successful was AUTHENTICITY. We had to ensure that the content was relevant and insightful in order to genuinely engage them in conversations around such a personal subject. Unique Facebook applications were created to facilitate the participation so that more girls would join the community. Through this campaign, girls can understand more about their female cycle and truly experience a happy period - Whisper's brand line.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Insight: Deep down girls are thankful each time their period arrives. They know that every period is a signal of good health and being a natural woman. So we created a platform to turn this inner truth into a conversation of appreciation whilst refreshing her understanding of the female cycle. Their collective voices will help themselves and other girls see the brighter side of periods and it should be celebrated, not frowned upon.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In just 3 months into the campaign, we've achieved what we set out to do. We wanted girls to start speaking up about periods and gradually resolve the taboo around it. Here are the results: - More than 79,000 Tweets. - More than 500,000 online interactions. - Garnered more than 12,000 Facebook fans in Singapore. - More than USD1 million worth of free press coverage including the US Walls Street Journal, Asian Walls Street Journal and The Singapore Straits Times.