| Title | FEMMINILE SINGOLARE |
| Brand | MYLAN |
| Product/Service | SAUGELLA |
| Category |
A02. Healthcare |
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Entrant
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BITMAMA REPLY Turin, ITALY
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Idea Creation
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BITMAMA REPLY Turin, ITALY
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Production
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BITMAMA REPLY Turin, ITALY
|
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Post Production
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BITMAMA REPLY Turin, ITALY
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Credits
| Nicola Gotti |
Bitmama Reply |
Executive Creative Director |
| Erika Mameli |
Bitmama Reply |
Creative Director |
| Matteo Tassone |
Bitmama Reply |
Head of Strategy |
| Mattia Bulagna |
Bitmama Reply |
Senior Art Director |
| Chiara Taddei |
Bitmama Reply |
Copywriter |
| Claudia Pardo |
Bitmama Reply |
Junior Art Director |
| Elena Loro |
Bitmama Reply |
Social Media Strategist |
| Ethiopia Abiye |
Bitmama Reply |
Client Service Director |
| Fabio Colacino |
Bitmama Reply |
Account Manager |
| Priscilla Santinelli |
Borotalco.tv |
Direction |
| Matteo Stefani |
Borotalco.tv |
Executive Producer |
Background
Situation:
Saugella has always been a brand with a strong scientific character. but in 2020 its positioning has changed to empathize more with the target by communicating in an emotional way.
Brief
Building a brand equity able to celebrate women allowing Saugella to be more relevant in the life of its customers.
Objectives
Getting more intimate with customers, engaging and educating them about Saugella's product specificites.
Describe the strategy
Target audience
Saugella wants to appeal a more meaningful message to different types of women from the youngest to the more mature targeting a 12-64 age group.
Relevance to platform
Our strategy is based on the fully native digital concept "Femminile Singolare" born to be relevant for different women and to reach different targets through social channels. The digital potential of Femminile Singolare also lies in the relavance of the issues for Saugella audiences based on inclusion and empowerment.
Approach
We created a new brand grammar with the paradigm “Femminile Singolare” and we gave life to a powerful digital strategy celebrating being woman from different points of view.
The “Femminile Singolare” copy strategy allows the brand to tell the infinite facets of the women universe starting conversations about woman role and also putting on a stand the specificity of the product in an educational way.
Describe the execution
Implementation
We created a varied and articulated strategy by leveraging the full potential of the digital touchpoints.
- A one-minute movie: an emotional and intense storytelling which using virtuous filmmaking techniques and 8d audio engages and wraps the user, creating a true intimacy dimension.
- Four 15-seconds short videos, each using a different “Femminile Singolare” adjective to redefine the femininity.
- An always-on social strategy interpreting the most discussed topic through the “Femminile Singolare” lenses.
Timeline
Always-on strategy on social media starts at the begining of 2020 and will continue in 2021 while the emotional campaign went online between June 2020 and September 2020.
Placement
Femminile Singolare spreads its message all over the social ecosystem: Instagram, Facebook and Youtube.
List the results
Reach: 17.795.801
Impressions: 47.655.440
Views 25%: 4.548.713
Post engagement: 2.800.984