Carefree IMC 2016
Feeling Pretty in White Panty
Pantyliner penetration in the Philippine market is still very low because of the lack of education on proper pantyliner use— the common practice is to use pantyliners only for pre and post menstruation or as an alternative to a napkin when it should be used everyday.
For 2016, the task was to educate Filipinas on the everyday hygienic use of Carefree. So we came up with the idea of using the white panty as the gold standard for cleanliness and hygiene. When you use Carefree, you can feel pretty even if you’re wearing a white panty because you’re sure your panty's clean!
White Panty Fashion Show
To launch BIG, we kicked off our campaign with the first-ever teen panty fashion show, showcasing different girls feeling pretty and confident in white panties designed by none other than the teen queen, Liza Soberano!
Girls could attend the big event if they used our “Prettify Your Panty App” (care of Tribal DDB) and share their own white panty designs!
Submitted Designs from the Prettify Your Panty App c/o Tribal DDB.
Models walking down the runway showing off Liza and the KOLs white panty designs.
Liza Soberano arrives clad in white to share an empowering message about feminine hygiene and feeling pretty.
Liza Soberano with our other influencers
Project Intimate (Digital Videos)
After the launch, we wanted to reach out to the rest of our market, but starting a conversation about underwear is a taboo topic, especially in a public space like social media. To get around that, we created a series of videos with Liza Soberano talking to the camera as if having an intimate girl talk session with whoever's watching!
But to really create a 1-on-1 atmosphere, we recorded Liza saying the most common 100 girl names, so that when a user accesses the video through our microsite, it’ll be like Liza really made the video just for her!
5s Teaser on FB
The idea is to make it look Liza, Liza’s tapping on your phone screen, trying to grab your attention to click the link because she’s got a secret just for you!
30s Digital Video
Liza discusses the everyday sticky icky girl problems, from pee leaks, discharge and odor down there and invites girls to share their own panty stories and how they use Carefree to deal with it!
Video starts with the video of Liza calling out a person’s name (i.e. Nica)
Video is seamlessly stitched to any of these 3 variations.
Social Content
Social was a mix of content that supported the use of the Prettify Your Panty App to join the fashion show and different creative ways we could push girls to view their personalized Liza videos (Project Intimate).
