MOOD BOARD FOR THE PERFECT SPRING
MOOD BOARD FOR THE PERFECT SPRING
Spring Must Have activation for Libresse brand
Libresse is a Swedish brand of personal hygiene products for women that opposes the stigmatization of menstruation and was the first that advertised its products with the image of a red liquid. Owned by Swedish consumer goods company Essity.
Sasquatch Digital has been working with Libresse since 2015. And we implemented the Spring Must Have in 2018.
GOALS AND OBJECTIVES
Inform about the product and its benefits, generate demand and convert the target audience into a category of consumers.
1. Launch landing platforms with contest activation.
2. Attract participants.
3. Create a product promotion through activation.
1. Generate demand.
2. Increase brand loyalty.
3. Increase sales of Libresse.
THE TARGET AUDIENCE
We know what our subscribers love, what they do online when they are bored. And no matter how old they are, or no matter how high position they occupy in society, our girls sometimes even pass some kind of comic test. Therefore, in this activation, we did not have strict restrictions on the target audience: the task was to raise the interest of all online users aged 18-40+ in Ukraine.
IDEA
Spring is a symbol of a new beginning and big plans. Each girl thinks about her own: she plans achievements in sports, travel, romantic adventures, studies or a new round in her career. We asked the participants to visualize their plans in the form of a memorable collage of several elements that characterize their plans for the spring.
CONTENT
The key platform for activation was the vesna.libresse.ua landing page, we provided its promo and attendance with posts on the brand’s social networks and an advertising campaign aimed at a new audience. On the landing page the participants were offered to assemble a starter pack for the perfect spring. The girls chose 1 out of 6 items that appeared on the screen. As a result, the participants received their own mood board – a collage of selected elements. They shared it on Facebook to win a prize.
Under the terms of the competition, the first 400 people who shared a post on Facebook received a guaranteed prize – a branded pads case. Every week, 2 Rozetka.ua certificates with a face value of 500 UAH were raffled off. In the activation final, three participants received the main prizes: Rozetka.ua certificates worth
VIRAL EFFECT
We managed to achieve a viral effect due to the relevance of the chosen topic, as well as guaranteed promotions. As a result of this effect, coverage KPI exceeded expectations by more than 2 times. The number of participants was more than 3 times the planned figure. And the number of shares exceeded the plan by 5 times. The overall coverage of the page and the number of subscribers have increased (+150 due to activation). Also among the goals was the implementation of the key messages of the BloodNormal campaign: the freedom to be yourself on any day of the cycle and the courage to speak about your condition. Given the positive feedback from users and over fulfillment of KPIs, we managed to achieve our goals.
RESULTS
802 340 advertising campaign reach on Facebook and Instagram
24 130 Facebook organic reach
14 530 organic reach on Instagram
2 567 shares
3 696 activation participants
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MOOD BOARD FOR THE PERFECT SPRING
Spring Must Have activation for Libresse brand
Libresse is a Swedish brand of personal hygiene products for women that opposes the stigmatization of menstruation and was the first that advertised its products with the image of a red liquid. Owned by Swedish consumer goods company Essity.
Sasquatch Digital has been working with Libresse since 2015. And we implemented the Spring Must Have in 2018.
GOALS AND OBJECTIVES
Inform about the product and its benefits, generate demand and convert the target audience into a category of consumers.
1. Launch landing platforms with contest activation.
2. Attract participants.
3. Create a product promotion through activation.
1. Generate demand.
2. Increase brand loyalty.
3. Increase sales of Libresse.
THE TARGET AUDIENCE
We know what our subscribers love, what they do online when they are bored. And no matter how old they are, or no matter how high position they occupy in society, our girls sometimes even pass some kind of comic test. Therefore, in this activation, we did not have strict restrictions on the target audience: the task was to raise the interest of all online users aged 18-40+ in Ukraine.
IDEA
Spring is a symbol of a new beginning and big plans. Each girl thinks about her own: she plans achievements in sports, travel, romantic adventures, studies or a new round in her career. We asked the participants to visualize their plans in the form of a memorable collage of several elements that characterize their plans for the spring.
CONTENT
The key platform for activation was the vesna.libresse.ua landing page, we provided its promo and attendance with posts on the brand’s social networks and an advertising campaign aimed at a new audience. On the landing page the participants were offered to assemble a starter pack for the perfect spring. The girls chose 1 out of 6 items that appeared on the screen. As a result, the participants received their own mood board – a collage of selected elements. They shared it on Facebook to win a prize.
Under the terms of the competition, the first 400 people who shared a post on Facebook received a guaranteed prize – a branded pads case. Every week, 2 Rozetka.ua certificates with a face value of 500 UAH were raffled off. In the activation final, three participants received the main prizes: Rozetka.ua certificates worth
VIRAL EFFECT
We managed to achieve a viral effect due to the relevance of the chosen topic, as well as guaranteed promotions. As a result of this effect, coverage KPI exceeded expectations by more than 2 times. The number of participants was more than 3 times the planned figure. And the number of shares exceeded the plan by 5 times. The overall coverage of the page and the number of subscribers have increased (+150 due to activation). Also among the goals was the implementation of the key messages of the BloodNormal campaign: the freedom to be yourself on any day of the cycle and the courage to speak about your condition. Given the positive feedback from users and over fulfillment of KPIs, we managed to achieve our goals.