SOCIAL MEDIA MARKETING
- Always My Choice
- 4 Months
- Social Media
- Always (P&G)
#AlwaysMyChoice
#AlwaysBreathableSensitive
About The Project
P&G required CTA Space to design and manage a social media campaign that would perfectly introduce the new Always Breathable Sensitive pad to comfort seekers in Uganda, targeting 15-35 year-old females, predominantly university students.
#AlwaysMyChoice was an influencer-driven campaign that showed how need for comfort was met by discovering the solution in the Always Breathable Sensitive pad, before testing its effectiveness (versus competition), and integrating it into the lifestyle of the user, to be adopted as the preferred sanitary pad.
Execution
DISCOVER: The influencers express their pain-points on a period, and how the Always Breathable Sensitive will solve their menstrual problems.
TEST: Run demos to show fans how Always Breathable Sensitive delivers comfort versus competition, what unique features it has and corresponding benefits.
EXCITE: Consumer reward campaign pushing uplift from the shelf and trial - 'Post a selfie with your Always Breathable Sensitive and win a spa date with 4 of your friends'.
ADOPT: Integrate Always Breathable Sensitive in the consumer's lifestyle.
