FREAK by Starcom London for Tampax

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FREAK

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Industry Feminine Hygiene
Media Promo & PR, Case study
Market United Kingdom
Agency Starcom London
Released July 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: TAMPAX/PROCTER & GAMBLE
Product/Service: FEMININE HYGIENE PRODUCTS
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: STARCOM MEDIAVEST GROUP, London, UNITED KINGDOM
Entry URL: http://searchservice.myspace.com
Director of Digital: Dave Hompe (Starcom MediaVest Group)
Account Manager: Claire Stuart (Starcom MediaVest Group)
Media placement: Digital Content Syndication - MySpace - 1 July 2009
Media placement: Digital Content Syndication - Blogosphere - 1 July 2009

Results and Effectiveness
The campaign achieved an unprecedented cumulative reach of 30 times the target. The Freak series had a million plus views and profile pages achieved double the expected traffic. For women who watched, spontaneous brand awareness increased 6 times, brand consideration increased by 13%, and a third stated that it made them view periods more positively. The WOM campaign created on average 28 recommendations and conversations about Tampax Pearl per influencer digitally with over 70% of influencers going on to purchase and stating intentions to continue use. All this converted into a volume share of nearly three times the target.

Creative Execution
Tampax sponsored Kelly, the lead character in MySpace’s first online drama, Freak. Kelly lived the Tampax campaign in real time and this was showcased throughout the drama series, underground content (uploaded within her profile page) and status updates. Kelly was one of the influencers recruited for the WOM campaign - hyperventilating in the show when she discovered ‘The Saturdays’ exclusive gig (a real event for which viewers could win tickets). The Saturdays were integrated within the show and Kelly was present back stage at the gig itself. The MySpace profile pages also functioned as a hub for young women to seek inspiration and advice from ‘The Saturdays’ or Kelly. For the WOM campaign, a high number of young influencers were recruited. Tampax shared tips and inspiration from The Saturdays to boost confidence both digitally and via mail packs. Influencers also received pass-along packs to spread the confidence to friends.

Insights, Strategy & the Idea
Tampax was undergoing a decline in penetration, business share and equity. The Feminine Care category is low interest with high inertia, so it is critical to get young women into the brand early as preference is hard to shift once established. Historically, category communications have been dull and functional, with an over reliance on TV. As young women can suffer reduced confidence during periods they often downgrade social lives during these days. Friends are normally those who would help boost her confidence but Tampax saw the opportunity to inspire her when she needed it most. We spread the confidence to her and her friends by partnering with girl band ‘The Saturdays’ as spokeswomen whom we integrated into MySpace’s first drama series (Freak) and utilised within a word of mouth (WOM) campaign.