Libresse
#ИсторииVнутриНас
+12%
sales boost
HIGHEST EVER
market share in brand history
115
media publications

Background

Libresse is known for its brave communications, it was the first ever hygiene brand in Russia to feature the word "blood" in a TV spot in 2019 - and it sparked a huge conversation. In 2020 the brand was launching a new international campaign, dedicated to personal stories and emotions that women go through during their life.

Idea

According to the research provided by the brand, many women are still afraid to talk about their body, health problems and seek for help and emoional support. So they have to go through important and difficult stages (such as first periods, menopause and others) of their lives alone. In order to break the taboo around the topic of female health we decided to start an open talk about it in media.

Execution

We partnered with celebrities, women health experts and influencers to encourage an open conversation: it started in social media and continued at online public talk. We got an overwhelming support and some hate, but at the same time, our brand followers turned into brand advocates who started educating haters on the topic and its importance. Women all over the country were sharing their experience. Together with Grazia magazine we've chosen seven of them to publish their stories and appear on a cover of Grazia magazine together with campaign ambassadors.

Сredits

Leading Creative Agency
RODNYA Creative PR Studio
Global Creative Agency
AMV BBDO
Media Buying and Planning
Media Instinct Group & Zenith Media
SMM
Rabbit&Carrot
SEM
iProspect
Video Adaptation
Instinct Russia
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