As a new player in the high-end sanitary towel category, which is highly competitive with mature product-benefit marketing, Libresse needs a new and sharp approach to build up awareness and achieve sales conversion. Riding on the up-rising women-power trend, Libresse launch a campaign named “Liberating Our Periods” on Menstrual Hygiene Day collaborating with the new spokesperson Ms. Zhou Dongyu, by leverage the cultural insight that there are still taboos surrounding periods life in today’s China. By cultivating an integrated marketing and a point-of-view advertising video, the campaign encourages Chinese women to express their period needs in an open way, aiming at seizing mind share by provoking this up-trend women value. It achieves 200million exposure for the topic #Liberating Our Periods and grows 5 times sales for Tmall store in the month, winning recognition and sales convert at the same time.

Liberating Our Periods - We’re talking about our periods, because we’re Period Proud.

1) Provoking a more inclusive, accepting and open world where women can talk about menstruation and feminine hygiene to allow women to express their period needs without fear.

2) Teaming up with Ms. Zhou Dongyu, develop a powerful digital advertising video and series of visual stories, getting more girls and women to “Talk About Periods” in all respects with the platform provided by Menstrual Hygiene Day.

3) Develop the single-minded hot topic #Liberating Our Periods in all social platforms and invite diversified female key-opinion-leaders to share their owned stories and love to Libresse brand and products.

1) Attacking high-end feminine hygiene products with Libresse’s powerful pioneering spirit of unleashing period proud, to drive sharp awareness and quality image.

2) Extend Libresse’ global pioneering equity, who was the first to represent period blood in an advertisement, but localized it and tailor-made a more appropriate expression into China culture – a graceful and confident tone but not being too forceful.

3) Develop a resonating campaign on Menstrual Hygiene Day (May 28th) with a powerful theme and storytelling, to show the progressive brand attitude and drive unified brand impact.

4) Leverage spokesperson Ms. Zhou Dongyu (the “best actress” with frank and independent image) to develop multi-layered brand assets with strong visual impact, from digital advertising to engaging fans activities, to maximize the endorsement value.

5) Cultivate online-and-offline marketing promotions to highlight “V-shaped for a better-fit” product benefits, enhancing the desire to product trial and sales.

1) Releasing the “Liberating Our Periods” video on Menstrual Hygiene Day, joining hands with Zhou Dongyu to inspire a period revolution on Weibo.

2) Expanding social influence by layers of communication

• Trendy topic #Liberating Our Periods was released along with digital banners and social tweets

• From celebrity and brand fans to the general public, we expand awareness by layers of social communications

• Influencers shared their period-proud stories, growing our demographic with content and word-of-mouth marketing

• Doing online and offline promotion to support the campaign, the advertisements could be seen in every Shenzhen subway station and over 4000 offline stores in China.

3) Release the Power of Real Stories

• #Liberating Our Periods is not only a powerful claim, but should be a real attitude change and real action to carry on. Real stories are released by inviting fans, female KOLs, Vloggers to showcase their period-proud spirit.

1) Social impact

• We tap into the power of women throughout every corner of society to build brand influence, instigating exponential expansion and increasingly broader discussion. Thousands of people talk about their inspirations and periods stories.

• 100+ major influencers voluntarily joined the discussion and promote the campaign.

• Gained 200,000,000+ exposure, 200,000,000+ views of Weibo topic #Liberating Out Periods

• The video exploded with more than 14,830,000 views. Libresse had created interaction with followers. Its performance was much better than other brands whose spokesman was also Zhou Dongyu, which include Pepsi and Rio.

2) Business impact

• 1697% sales of Tmall official stores increased month-on-month

• 430% Tmall keyword search increased month-on-month