Spikes Asia

Sit Improper

LEO BURNETT INDIA, Mumbai / PROCTER & GAMBLE / 2018

Awards:

2 Shortlisted Spikes Asia
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Overview

Entries

Credits

Overview

Background

Whisper, the market leader in sanitary napkins was the orchestrator of the period revolution.

Not only had Whisper always set the gold standards for period protection, over the years it had shaped the conversations in the category - as the first brand to say ‘periods ‘on television to the first brand that talked about abolishing the culture of period taboos.

Teens and young adults, most vocal on social media and constantly questioning status quo, were also becoming active purchasers of pads. After empowering urban working women, Whisper wanted to now be the first brand of choice for this emerging and discerning segment.

The launch of Whisper Ultra Soft, a sanitary napkin designed for maximum comfort during periods, gave us the chance to create a communication strategy to forge a stronger connect with 18-21 year old urban girls.

Execution

Ours was a digital campaign.

• Sit Improper film:

We started off with a film titled ‘Sit Improper’ featuring girls sitting in what society would deem ‘improper’ sitting positions being admonished by an authoritative voice. Their belief? Improper is just more fun, more free, more liberating. Improper is just more comfortable.

• Content pieces with Girliyapa

We tied up with Girliyapa to create content pieces that endorsed the idea with product integration. These included:

• Class of 2017 - featuring popular Indian influencers

• Musical Parody of a popular Bollywood song

• What happens in a girls college

• How to be a perfect employee

• #SitImproper photo contest

We invited girls to post pictures of them in ‘Improper’ sitting positions along with a story of what made them unstoppable, using the hashtags #SitImproper and #IAmUnstoppable.

• Social Media:

The campaign was further amplified through Girliyapa’s social media channels.

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