CAREFREE QUEEN by UM for Carefree

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CAREFREE QUEEN

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Industry Feminine Hygiene
Media Promo & PR, Case study
Market Malaysia
Agency UM
Released September 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: JOHNSON & JOHNSON
Product/Service: CAREFREE SANITARY TOWELS
Date of First Appearance: Sep 17 2009 12:00AM
Entrant Company: UM MALAYSIA, Petaling Jaya, MALAYSIA
Entry URL: http://carefreequeen.com/
Chief Executive Officer: Prashant Kumar
General Manager: Kagee Chew
Assistant Media Manager: Mabel Lau
Planner: John Lee
Media Buyer: Farriz Yousof
Senior Brand Manager: Linah Lim (Johnson & Johnson)
Account Manager: Rachel Tan (Lowe)
Account Manager: Chan Hui Ling (Arachnid)
Associate Director: Samantha Tay
Media placement: TVC - Spot Buy - 07/10/2009
Media placement: Chopp TV - Talk Show Segment - 09/10/2009
Media placement: Online - Microsite, Banner, Facebook, Blog - 17/09/2009
Media placement: Radio - Spot Buy, DJ Live Read, On-Ground - 01/10/2009
Media placement: Magazine - Ad & Advertorial - 01/10/2009

Results and Effectiveness
Record breaking result was achieved! Campaign received 2.1 million viewers and 2.7 million votes. In just 2 weeks of launch, Carefree Queen's microsite was ranked FIRST in Google search and unique visitors to the site exceeded KPI by 167%. Sales increased by 13%! Millward Brown U&A 2010 shows that Carefree became more relevant and appealing to our target!

Creative Execution
There were 3 tiers. 1) Entry: On Carefree Queen’s microsite, consumers had to first find out what spontaneous act they had to do from Carefree Crystal Ball ie. Unleash your party moves, girl kicks butt, imitate star’s music video etc. Consumers had to act out the task spontaneously and upload it. We leveraged on popular teen bloggers to create buzz. We invited popular TV host to participate on Facebook to accelerate talkability. We also had banner ads on MSN & Facebook & TVC. Tied-up with radio cruiser, Hot FM Zoomers and visited universities and colleges to get people to act out spontaneous acts, recorded & submitted on the spot. 2) Voting: TVCs, radio ads and DJ live reads were used to drive traffic to vote for their favourite spontaneous video. Chopp! Teen show and magazines were used as support. 3) Finale: Top 10 voted videos were invited for on-ground finale where they had to bring out spontaneous act LIVE!

Insights, Strategy & the Idea
Panty liner penetration was low at 38%, particularly among Malay females teens with “no need to use” as the #1 barrier. Carefree as the market leader had the responsibility to grow the category to drive feminine hygiene. We reckoned straight forward education of panty liner's role in feminine hygiene would not drive trial and usage amongst the young target. We also understand this target is typically shy and are constantly straddled between modern and traditional values but deep inside desired for self expression! Hence, we anchored on emotional connection to drive the need for daily freshness to increase feminine hygiene awareness. We launched Carefree Queen campaign using powerful teen’s touchpoint - digital & user generated content as main platform to encourage them to be spontaneous; to be themselves! Consumers had brought alive 'Spontaneity' and upload their most spontaneous video on Carefree Queen microsite.