| Title | BOYS REACT TO TAMPONS |
| Brand | NETT |
| Product/Service | HYGIENE |
| Category |
D01. Social Video |
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Entrant
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ISOBAR Courbevoie, FRANCE
|
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Idea Creation
|
ISOBAR Courbevoie, FRANCE
|
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Production
|
ISOBAR Courbevoie, FRANCE
|
Credits
| BADINAND Marc |
Isobar |
Creative Group Head |
| Alexia Yver |
isobar |
Art Director |
| Elzear DE TRENTINIAN |
isobar |
Creative Group Head |
| Chloé Egger |
isobar |
Copywriter |
The Campaign
Young boys between 13 and 14 years old came for a casting call. Surprisingly they are facing a box of Nett tampons and were asked to manipulate and tell what they know about them.
We witness, for some of them, a genuine discovery as they assume that they have a space rocket or a firecracker in their hand.
The video closes on a message "WE ALL WENT THROUGH THIS ONE DAY OR ANOTHER" dedicated for the real audience : teenage girls.
A last message invite those young girls to ask their questions without taboo on a snapchat account created for the occasion.
Creative Execution
Upload the video on Youtube & Facebook.
3 307 268 views on Youtube and Facebook with only 45k of media investment.
49 639 interactions
16 225 comments of which 99% were positives
And a snapchat account that teenage girls are still using to ask their most personal questions about periods and tampons.
The strategy was to start a conversation with a young female audience (13-17 years old) and give them more freedom to talk about their first periods: a taboo subject where the lack of information can be harmful.
The goal was to downplay the lack of knowledge and to bypass teenage girls’ embarrassment by giving them a voice. We were showing them that other people can be even more ignorant and that an important subject can be discussed lightly.
So, the creative idea was to engage those who know even less about tampons: boys.