Always My Choice
Reach
42.4M People
Duration
3 Months
Markets
Uganda
The Brief
Always introduced the new Always Breathable Sensitive pad to comfort seekers in Uganda, specifically targeting 15–35-year-old females who are aspirational yet highly careful on personal spending. CTA Space was tasked with designing a heavily integrated launch model: creating an amplified, educational social media influencer campaign to demonstrate physical superiority versus competitors, while simultaneously executing robust BTL experiential setups in major universities and corresponding retail networks to intercept consumers right at the point of purchase, thereby converting online engagement directly into purchase-point demand uplift.
Project Specs
Client
Always (P&G)
Agency Role
Influencer Strategy, Experiential (BTL) Concepts & Copywriting
Core Medium
Social Media Influencer Amplification, University Activations and Retail Ground Activations/In-store.
Timeline
3 Months
Milestones
Execution Roadmap
The Obstacle
Converting online awareness into physical checkout demand:
Bridging the gap between loud digital engagement and silent purchase-point mechanics: Targeting young, value-conscious female adults required addressing highly sensitive consumer needs inside chaotic visual and digital landscapes. Capturing real menstrual pain-points for this target audience meant the creative work had to seamlessly cross the massive divide between social media influence and offline retail points. Relying on digital buzz alone risked a drop-off at shelves, while typical retail stands lacked the educational charm needed to justify switching from historical habits, and competition usage.
The Strategy
The hyper-localized, omni-channel conversion framework.
Rather than relying on isolated digital media or distant retail assets, the agency's strategy blended online influencer demand with real-world physical interception zones. By matching influencer lifestyle narratives directly with the geographical routines of Ugandan students, the campaign functioned as a continuous closed-loop sales funnel. The plan stood on three main operational pillars:
Narrative Authenticity via Tiered Creators:
Instead of dry commercial messaging, activated creators used everyday scenarios ('What's in my bag' vlogs, packing logs) to comfortably address personal period realities, ensuring deep consumer trust.
BTL Experiential Interception at Universities:
Strategically placed experiential 'Comfort Zones' (featuring foot massages, makeup bars, and distribution checkstands) straight inside target university boundaries to tap into returning students' desires for lifestyle freedom and career self-expression.
Synchronized Point-of-Purchase Uplift:
Synced field brand ambassadors across modern supermarkets surrounding activated campuses, converting online influencer-led demand into instant in-store sales via immediate purchase raffles and touch tests.
The Deliverables
Educate Online. Convert on the Ground.
01 / Multi-Tiered Digital Influencer Framework
A unified design methodology and conversational text guidelines engineered for digital product deployment across Uganda.
02 / Product Demonstration Video Guidelines
Scripted side-by-side demonstration protocols illustrating competitive performance advantages, optimized for short-form mobile video feeds.
03 / University 'Comfort Zone' Experiential Concepts
Interactive blueprint designs and operational mechanics for campus-based white-and-pink themed brand experiential booths.
04 / In-Store Retail Conversion Activation Suite
Streamlined, rapid texture test mechanics and lucky-dip prize loops tailored for modern supermarket aisles.
05 / Viral Group Spa Date Incentive Strategy
Fully packaged consumer campaign materials ('Post your selfie to win an all-expenses-paid spa group date with your friends') built to drive localized retail trial.