We needed to communicate in digital media the role of Always, P&G’s pads brand, as a protector of women’s self-esteem and its attribute of 0% leaks. We built a story to strengthen its image while raising a cause related to the preservation of women’s self-esteem in the digital environment: the leak of intimate photos and videos.

We disseminated on social networks an intimate video of a major Brazilian star. Soon it went viral as though it had been leaked.

The next day, the host made a statement educating everyone about this issue and launching the campaign #TogetherAgainstLeaks. The website offered awareness videos and psychological support. The cause made the news and TV shows, was 3x a Trending Topic on Twitter, had 167 million impacts and generated over 9 million views of the video.

We consolidated Always as a protector of women’s self-esteem and the only brand that guarantees 0% leaks.

For the leak, we selected the channels with greatest potential for viralizing the video in Brazil: selected Facebook fanpages, blogs and Whatsapp groups. Within minutes, the leaked video went viral.

The next day, the star revealed the cause at her social networks, taking advantage of her relevance of 6.6 million followers on Facebook, 9.7 million on Twitter and 4 million on Instagram. Then, we launched the campaign website on Facebook, where we posted the branded video and offered awareness videos and counseling support in partnership with an NGO. We also created a symbol to be posted on Instagram and Twitter.

In an innovative way, Always and the debate over leaks mobilized the country and boosted the channels generating spontaneous media, with messages of support to the cause and the brand.

With a teaser in fan pages shared by followers and bloggers, we generated over 6 million views of the brand video on Facebook. We were 3 times a Trending Topic on Twitter, including the campaign hashtag. And we had 634.000 interactions on social networks. Our symbol for 0% leaks was posted by thousands of people, including celebrities.

In search terms we were reference in the main engine of the global internet, with the leaked video representing 10% of the searches of the day in Brazil. We consolidated Always as the only brand that guarantees 0% leaks and, by a serious campaign endorsed by a NGO and centered on Facebook, we positioned it as a brand that protects women’s self-esteem.