| Activation Campaign | ||||
| Client | P&G India | |||
| Brand | Whisper | |||
| Agency | BBDO INDIA | |||
| Brief | Get the attention of and engage with our target audience (young urban women between 16-24)Drive relevance and as a result its sales by pushing the brand promise, that ‘Whisper gives you the confidence to be UNSTOPABBLE’. | |||
| Solution |
The ad that asked young women to boldly break period-taboos by touching the pickle and this provocative message got the nation’s attention. Celebrities and real-life women achievers stepped forward to spread the message. CNN-IBN, hosted a show called #LetsTalkPeriod. Radio-jockeys across cities conducted live debates and Q&A sessions. Aditi Gupta, founder Menstrupedia, took to the TED talks stage. | |||
| Results |
The campaign got the attention of and engaged with young urban women •The campaign achieved 73% unaided recall •It generated free-media worth USD 6.1 million •Over 2.9 million women participated and pledged to ‘touch the pickle’ •Over 1.9 million views on youtube for the ‘Touch The Pickle’ video •Facebook engagement rate was 959 Index •Whisper’s share of voice grew from 21.0% to 91.2% |
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