WE CREATED COLOMBIA’S FIRST-EVER DIGITAL REALITY SHOW FOR WOMEN

Containing information on all their favourite topics – including health advice and beauty tips – www.Son5.com was a one-stop content and entertainment show.

Five celebrities sat at the heart of the website, debunking myths surrounding vaginal infections in video diary entries and blog posts.

The celebrities also recorded messages for the site’s online radio station – which promoted downloadable podcasts featuring health advice and Gynocanesten recommendations from doctors.

We enlisted bloggers to produce additional content and promoted Son5 using paid radio, TV, OOH and digital spots, with messages in female-only spaces.

WE INCREASED SALES BY A HEALTHY 80% AND NORMALISED A TABOO TOPIC

We created an intimate conversation at scale.

We drove 540,000 unique visitors to our website, with 1.8m 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 three 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%.