To promote Gynocanesten in Colombia we had to reframe the conversation around vaginal infections.

Consumers were not buying the over the counter solution because they were concerned that they might be labelled promiscuous, mostly by ignorant men.

In changing the conversation around this uncomfortable condition, we not only had to overcome entrenched prejudices against sufferers but we also had to navigate a slow and cumbersome approval process.

In Colombia any medical messages that are broadcast on TV need to be approved. It can take up to 2 months to get a decision on specific ads and if the authorities say no then the whole process has to start again.

Since TV was a critical call to action for visiting our digital content, we needed a solution that would enable us to avoid any referral to the regulator. Our solution was to create TV messages that simply advertised Colombia’s first ever digital reality show for women.

Using 5 female celebrities and a conversation about everything from health and beauty to fashion and news we were able to trigger a more detailed two-way conversation with young women would take place in the more lightly regulated space of online and radio.

We created Colombia’s first-ever digital destination dedicated to women, Son5. A one stop content and entertainment show, where vaginal infections were just one of many topics, making them part of a normal everyday conversation, for the first time.

Consumers were drawn to this content by the social media content generated by 5 celebrities who sat at the heart of Son5. To reinforce the fact that this was a message for women, we also promoted it with paid messages in female only spaces on radio, TV and out of home.

We increased sales by a healthy 80% and normalised a previously taboo topic.

We created an intimate conversation at scale.

We drove 540,000 unique visitors to our website, with 1.8 million page views and 6,000 downloads for our vaginal health tips in just 2 months.

On average, visitors listened to 90 minutes of radio content per visit – way above the industry benchmark of 15 minutes.

Gynocanesten trended on Twitter 3 times across Colombia during the campaign.

Visits to the Gynocanesten website increased 372% during the campaign period.

Sales of Gynocanestan increased by a staggering 80%.