Sca Hygiene Promo, Case study HOW LIBRA GOT DESIGN CREDENTIALS by SPARK PHD Auckland

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HOW LIBRA GOT DESIGN CREDENTIALS

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Industry Hygiene & Personal Care Products
Media Promo & PR, Case study
Market New Zealand
Agency SPARK PHD Auckland
Released March 2011

Credits & Description

Category: Best Use of Branded Content & Sponsorship
Advertiser: SCA HYGIENE
Product/Service: FEM PRO
Media Agency: SPARK PHD, Auckland, NEW ZEALAND
Media Manager: Rachel Stewart (Spark PHD)
Account Director: Kate Mcenaney (Spark Activate)
Business Development Manager: Kelly Hill (TVNZ)
Director/Producer: Julia Leonard (TVNZ)
Marketing Manager: Therese Winterburn (SCA)
Brand Manager: Kelly Gardner (SCA)
Production Partnerships Manager: Kathryn Alleman (TVNZ)
Media Buyer: Bridget Bucknell-Whalley (Spark PHD)
Campaign Executive: Nicci Johnson (TVNZ)
Media placement: Online Series - TVNZ ondemand - 9th March
Media placement: TV Campaign - Promo Activity - TVNZ - TV2 - 6th March
Media placement: Digital Banners - TVNZ ondemand - 6th March
Media placement: Digital Banners - TVNZ.co.nz - 6th March
Media placement: Digital Banners - F18-29 - Facebook - 6th March

Insights, Strategy & the Idea
Talk about tampons is ‘off-limits’ and tampon marketing tends to be formulaic – women roller blading through life without a care in the world.
To deliver our two share point growth target Libra needed to choose a different path by getting women (F18-29) to be actively involved with the brand.
Focus groups revealed an interest in design, fuelled by TV shows Grand Designs and Project Runway, and the girls became surprisingly animated about Libra’s unique design features.
We identified an opportunity to take design to the next level.
Insight: women want a well-designed world and this extends to everything.
Strategy: Celebrate Libra Tampon design features in an exaggerated way through themed catwalk designs.
Platform: Entertainment - to allow Libra to overcome low category interest.
Execution: A ‘reality TV style’ design contest housed online (where our audience lives) using exclusive content as the basis of all comms.

Creative Execution
Libra needed to celebrate their design credentials and The Libra Design Project was born - an online series following six aspiring fashion designers battling to win their own runway show, hosted online with NZ’s largest broadcaster, TVNZ.
Their challenge was to create designs and a catwalk show, in 42 hours, based around Libra’s unique design features e.g. snap lock closures, tapering, and pocket packs.
Episodes were filmed weekly, edited and posted online within 48 hours and viewers controlled who won by voting online and eliminating contestants.
Amplification via TV was critical in delivering reach, driving online participation and broadcasting the best content, while Facebook & Twitter drove traffic online.
Additional touchpoints were created via a partnership with fashion chain ‘Bling’, social media based TV show U Live and the campaign was linked to purchase - giving away tickets to the live final via an in-store promotion.

Results and Effectiveness

The online series reached 700,000 NZers with 55% interacting with the showpage and voting. The overall campaign reached 3.3m NZers - 80% of the population.
Independent research revealed 32% of females 18-29 were aware of The Libra Design Project.
The sales promotion delivered 43,888 entries to attend the final event.
Share grew 4 pts to 24% - well above the initial two point goal.
Libra’s preferred brand position improved. Competitors remained static or showed decline, indicating a strong switch to Libra.
Significant amount of PR coverage was achieved including TV, newspaper/magazine editorial, blogs, Facebook and Twitter mentions.