NOW IT'S THEIR TURN! by OMD Santiago for Cmpc

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NOW IT'S THEIR TURN!

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Industry Feminine Hygiene
Media Promo & PR, Case study
Market Chile
Agency OMD Santiago
Released October 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: CMPC
Product/Service: LADYSOFT
Date of First Appearance: Oct 5 2010
Entrant Company: OMD CHILE, Santiago, CHILE
Entry URL: http://www.ladysoft.cl/
Media Director: Rodrigo Almonacid (OMD)
Media Assistant: Romané Labarca (OMD)
Account executive: Denisse Sánchez (Digitaria)
Media placement: Internet - FCBK-MSN-Google-Taconeras - 10/05/2010
Media placement: TV - Telecanal - 05/12/2010

Insights, Strategy & the Idea
Objective
To strengthen creative concept of “Ladysoft” in young consumers – “there are things that cannot be changed”- and to become sales leaders in the category.


Strategy

Based on the campaign's creative concept, we decided to focus all our efforts on the social networks, because of their relevancy in the segment (young women) and in this way, “make men feel what women go through on these particular days”.

Creative Execution
The on-line proposal was created based on the TV spot scheme, where a man changed his role with a woman and it was he who felt all the pains and discomfort proper to the menstrual period. Women were able to modify the commercial to change the face of the spot's character and put in instead the face of their fiancé, or boyfriend by means of a Facebook and MSN application, and then send it to any number of people they wished, thus achieving the required “viral” coverage. To increase interest in this scheme, the women and their friends opted for attractive prizes; another attractive “hook” was that the winning video would be shown on open TV.

Results and Effectiveness
Due to this action, which was on the air for 6 weeks, the website increased visits by 55%
Activity contributed to achieve first place in sales in the category for Ladysoft during 2010.