For the Femina brand, belonging to Jeronimo Martins, we planned and implemented an annual strategy of activities including an image campaign, the purpose of which was to support the refreshed line of hygiene products for women. The campaign under the slogan “We bet on women” included the products in three categories: panty liners, sanitary pads, and tampons. They were accompanied by marketing claims of everyday freshness for liners, protection and comfort for pads, and confidence and freedom for tampons.
The brand campaign was divided into three stages: the relaunch of the website and display campaign, the influence marketing activities, and commissioning of a nationwide consumer survey among women accompanied by a contest, and the creation of a video report summarising the survey results.
The main goal of the campaign “We bet on women” was to relaunch the Femina brand and communication aimed to reach young modern women for whom an active lifestyle is of great importance.
For the needs of the relaunch of products in their new packaging, a new website at Stawiamynakobiety has been created. The campaign was accompanied by online and offline activities, on behalf of which all graphic and content creations were prepared for social media, SEM, performance marketing, programmatic, e-mail marketing and Biedronka chain store.
The second stage of the campaign was the influencers’ campaign. We established cooperation with 10 instagrammers. The task of influencers was to prepare a total of 6 publications (4 posts and 2 articles). For this occasion, a dedicated Femina box has been designed and created with enclosed products as an invitation for the instagrammers to try them out. A gift with three products from each category: sanitary pads, panty liners, and tampons was delivered by a courier.
The first publication concerned the reception of the parcel from the courier chosen during a casting we organised. The second publication concerned unboxing of the gift box and included both an article and a post, similarly like. the third one, which purpose was to describe the impressions after testing the products. The last, fourth publication, was a story that was a general appraisal of the Femina brand and its products.
The third stage of the campaign was the implementation of the National Femina Survey combined with the contest. As part of the pro-sales actions on www.stawiamynakobiety.pl, a landing page contest has been prepared. In order to take part in the contest, the interested women had to: register, buy any Femina product from the category of sanitary pads, panty liners or tampons, keep the receipt, take a photo of the receipt and the purchased product, and add it to the campaign website. The next step was to complete a survey concerning the purchased product and their brand. After completing the survey, the participants could answer an open competition question concerning the tested product. Attractive prizes were awarded in all three product categories: a trip to the SPA for two people, SE iPhones, vouchers for Biedronka stores and 15 sets of Femina products.
Over 3,500 women took part in the National Femina Survey. The questionnaires were developed by the ABR Sesta research institute. Based on the received results, a video animation presenting the test results was prepared. The entire action was supported by an online campaign in social media (Facebook Ads, GDN), internet display and e-mailing. The influencers who posted the two publications on Instagram as an invitation to participate in the competition were again involved in the promotion of the National Femina Survey.