This work is relevant because it clearly demonstrates how levels of engagement, social reach and the creative use of social media, brand ambassadors and influencers led to the campaign success using creative social thinking and strategic influencer marketing solutions to engage with online communities, enhance meaningful relations and deliver measurable results for Bayer and Gino-Canesten. Sabrina Sato, a superstar influencer and an icon with 32+MM followers brought the campaign to life.

Women who suffer from vaginal infections have one thing in common: shame caused by the conditions, mainly due to the lack of information, and/or cultural pressures: 49% of Brazilian women are unaware of vaginosis.

Throughout the years, Gino-Canesten has set a strong footprint in Thrush territory, supporting people with Vagina to become aware, and open to talk about it. However, there's another relevant condition, that affects one in three people: Bacterial Vaginosis. Despite common, there's still an extremely low awareness about it (~30%), and people often mislead it to Thrush.

A suffering “pepeka (vagina)” is the same, no matter if it has Vaginosis, or Thrush. Consumers don’t think their intimate health journey separately. So, our objective was to lead the conversation, and support people with Vagina to break taboos, normalize and educate about vaginal infections, leveraging brand credentials and equity.

We created a Movement to demystify taboos about the Vagina, its odors, Infections and empower consumers to be aware for their vaginal health. So, we launched the campaign Big Idea: “Vaginas smell like vaginas. Deal with it”. It's natural, normal, and nothing to be ashamed about. A Bold Manifesto was launched for a strong taboo-breaking activation.

A big campaign starred by Sabrina Sato, a superstar, was developed to cover all funnel stages. In the same week of the campaign launching, another global superstar – Anitta – announced her intimate perfume ‘Puzzy’ and the problem got bigger: there is already a lot of issue about vagina health, consequently hiding the natural smell of the vagina with perfume is harmful to health and further reinforce misinformation. So, Sabrina Sato posted on her socials another perfume, a fake one, named “Vagina smells” to highlight the importance of vagina’s own smells.

To bring the pillars "Educating the symptoms", "Normalising the conditions" and "Empowering women to break taboos", and how quickly we can solve Bacterial Vaginosis symptoms on first days, a step launch plan was put in place:

Engage Customers:

. Social Content and a big campaign starred by Sabrina Sato on all Funnel Stages.

. Manifesto setting the stage to consumers better understand both conditions, making a stand, and creating emotional connection.

. POS Materials that fit both shopper and retail needs.

. Digital was strategically scripted to be broken down into smaller digital assets and adapted to each channel.

Engage Healthcare Professionals

. A medical launch event and detailing activations brought news about the product and the benefits to a public used to antibiotics only.

Engage Press:

. To generate buzz, an art battle with women artists was set to celebrate women empowerment + bring light to subject to community.

Joint plans started to be built 8 months prior the launch, and POS materials developed together to create the category at the store.

A big campaign starred by the superstar Sabrina Sato was developed, and the mix of the assets with 4 TV Ads, +60 Digital assets, E-commerce Toolkit and attractive POS, ensured high Coverage, Frequency, Message Association, 60% of the Media Mix was Digital oriented.

To bring the purpose to life, a Manifesto set the stage to consumers better understand both conditions, making a stand, and creating emotional connection.

A medical launch event and detailing activations brought news about the product and the benefits to a public used to antibiotics only.

To generate buzz, an art battle celebrated women empowerment + bring light to subject to community, with a big PR event with some of the most influential vehicles and influencers discussing it. Events and podcasts were also present.

The results are exceptional!

. 601,2 MM impressions

. 43,1 MM people reached

Gino-Canesten Balance reached an amazing performance

. Salles 200% higher than expected

. 3,3% of market share in 3 months

. 2x volume of customers purchased

A very high brand lift results in META

. +9,4 p.p. Ad Recall

. +2,7 p.p. Brand Awareness

Leverage the interest about the condition, resulting in more traffic to the brand site.

. +120% “vaginosis” search

. +38% site access

Press publications with a potential Earned Media

. +480 press publications

. 14,5 MM people of potential earned media reach

Women who suffer from vaginal infections have one thing in common: shame caused by the conditions, mainly due to the lack of information, and/or cultural pressures. 49% of Brazilian women are unaware of vaginosis.

Throughout the years, Gino-Canesten has set a strong footprint in Thrush territory, supporting people with Vagina to become aware, and open to talk about it. However, there's another relevant condition, that affects one in three people: Bacterial Vaginosis. Despite common, there's still an extremely low awareness about it (~30%), and people often mislead it to Thrush.

A suffering “pepeka (vagina)” is the same, no matter if it has Vaginosis, or Thrush. Consumers don’t think their intimate health journey separately. So, the objective was to lead the conversation, and support people with Vagina to break taboos, normalize and educate about vaginal infections, reinforce differences and product differentials, leveraging brand credentials and equity.