LIBRESSE GREECE & CYPRUS - ISTORIES MESA MAS
Intro
Since 2016, Libresse has been on a journey of challenging the current thinking of how we perceive some taboos regarding women's period and all the feelings and situations they go through.
Specifically in 2020, Libresse wanted to spread their new purpose: create a world where women can live the life they want, by breaking the V-Zone taboos. And this purpose is underlined by its digital campaign, #WombStories. By presenting the reality a woman faces during their period and life in general, Libresse wants to show their understanding of women and is on a continous commitment to empower them to live confidently and fearlessly.
This is exaclty what we did, by locally adapting the #WombStories campaign by giving the name: "Istories Mesa Mas" and giving the chance to women to say out loud their own personal stories regarding their period, body, feelings and the whole phase of being a woman, the good, the bad and the ugly. The campaign focuses on presenting that periods, vulvas and vaginas are a normal and natural part of being a female, as well as showing to the world that nothing of those things is abnormal or something to feel ashamed of. It will never be that simple, so this is why our #Wombstories need to be heard!
The Challenge
Raise awareness of the campaign
Raise awareness of the brand
Inspire women to share their #wombstories
How we dit it:
The Digital campaign (brand and product video) was spread in the brand's own media (Facebook, Instagram, YouTube).
We created a SoMe Activation, so that women could share their own personal womb stories and take part in our contest.
We created engaging materials for digital display campaigns.
The results:
9.607.000 impessions on brands' social media
1.203.000 reach
252.670 total video views
over 1.500 comments of people sharing their stories and showed love to the campaign
Digital PR
Due to the fact that we wanted to support the campaign with women influencers who had a real, personal story to share, we picked 4 different but relevant to the women topics (not having children, giving birth, endomitriosis and miscarriage). We collaborated with Mikri Ollandeza, Penny Baltatzi, Foteini Petrogianni and Klelia Pantazi.
The results:
Engagement rate: 26,6%
Brand Campaign Metrics:
2.155.000 unique users
Brand video reach on YT: bumper: 932.000 unique users / pre - roll: 738.000 unique users
Product Campaign Metrics:
3.665.000 unique users
Product video reach on YT: bumper: 1.338.000 unique users / pre - roll: 715.000 unique users
Social Media Awards 2021
Silver Award in Most Innovative Use of Content Creators & Influencers
