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The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Always: Rabbi Bot

Case Study • Gilad Kat, WARC Media Awards, Gold , Effective Use of Tech, 2020

Feminine care brand Always created an app to solve tensions around biblical commandments and menstruation to build equity and increase relevance among religious Jewish women in Israel.

Always Free: SEMPRE LIVRE®, Sempre Juntas

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2020

Stay Free, a brand of menstrual hygiene products, launched a series of press kits and a documentary to break the taboo around the subject of menstruation in Brazil.

Libresse: A messy business

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Libresse, a brand of feminine hygiene products, launched its Live Fearless narrative in the UK through which it created a series of campaigns around normalising periods, both in culture and the media.

From Xena to Carmilla: Engaging LGBTQ consumers with branded content

Article • Brian Carruthers, Event Reports, Lions Live, June 2020

Discusses how brands can engage with people in minority communities by telling good stories through a web series, Carmilla, which proved so popular that it became a movie by Kimberly Clark’s Kotex.

Mylan Saugella: Break the Taboo campaign

Case Study • SABRE Awards, In2 EMEA, Best Use of Original/Commissioned Research for PR, Gold, 2020

Mylan, a pharmaceutical company, launched research that it turned into promotional content to open up a conversation among women about their wellbeing to promote its brand of feminine hygiene products, Saugella, in France and Italy.

Procter & Gamble Co (Household & domestic)

Article • Euromonitor Advertiser Profiles, May 2020

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Libresse: Viva La Vulva

Case Study • AME Awards, Best of Show, Regional Platinum - Europe, Gold, 2020

Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip sync video that encouraged women not to be ashamed and to love their vulvas.

Kao Corp in Tissue and Hygiene (Household and domestic)

Article • Euromonitor Advertiser Profiles, March 2020

This Company Profile from Euromonitor provides key details and analysis of Japan-based manufacturer Kao Corp in the tissue and hygiene category.

Bodyform/Libresse: Viva La Vulva

Rankings • WARC Effective 100, 2020

Bodyform/Libresse, a brand of feminine hygiene products, embraced all forms of genitalia by launching a lip sync video that encouraged UK and Scandinavian women to love themselves, vulvas and all.

Stayfree: Project Free Period

Rankings • WARC Effective 100, 2020

Feminine care brand Stayfree connected to sex workers in India by creating a curriculum that taught invaluable skills.

Bodyform/Libresse: There will be blood. And vulvas.

Rankings • WARC Effective 100, 2020

Bodyform/Libresse, a brand of feminine hygiene products, connected to UK and Scandinavian women by creating an open culture about period blood and vaginas.

The Female Company: The Tampon Book – A book against tax discrimination

Rankings • WARC Creative 100, 2020

The Female Company, an organic period products brand, sold tampons in the form of books to allow it to sell them for a lower tax rate and start the debate around gender inequality in the laws on taxing tampons in Germany.

Bodyform/Libresse: Viva La Vulva

Rankings • WARC Creative 100, 2020

Bodyform/Libresse, a brand of feminine hygiene products, embraced all forms of genitalia by launching a lip sync video that encouraged UK and Scandinavian women to love themselves, vulvas and all.

Competitor strategies in beauty and personal care

Article • Euromonitor Advertiser Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.

Bodyform/Libresse: There Will be Blood. And Vulvas.

Case Study • APG (UK), Grand Prix, 2019

Bodyform/Libresse, a brand of feminine hygiene products, campaigned in the UK to normalise discussions of periods, and women's bodies and establish itself as a vocal women's empowerment brand.

Stayfree: Project Free Period

Case Study • WARC Cases, Grand Prix, Creative Effectiveness, Spikes Asia 2019

Stayfree, a feminine hygiene brand, used the power of two taboos, periods and prostitution, to draw attention to women's employment potential in India and achieve 19% growth for the brand.

Stayfree: Take Back Your Time

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Prize for Asian Strategy, Shortlisted, 2019

Feminine care brand Stayfree adapted a value proposition in India to boost sales and redefine how women see sanitary pads.

Stayfree: How pads bridged the gap from periods to progress

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, Abhishek Shastri , WARC Prize for Asian Strategy, Entrant, 2019

Feminine care brand Stayfree used a multi-media campaign in India to completely redefine its audience and value proposition.

Stayfree: Project Free Period

Case Study • Toru Jhaveri, Sanchari Chakrabarty, WARC Prize for Asian Strategy, Gold, 2019

Feminine care brand Stayfree created a provocative social initiative in India to drive genuine change in the lives of marginalised women.

Libresse/Bodyform: Viva La Vulva

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2019

Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip sync video that encouraged women not to be ashamed and to love their vulvas.

Always: Relevant content led to massive impact with young women

Case Study • MIXX Awards, Bronze, Native Advertising, 2019

Always, a feminine hygiene brand, engaged young women in Denmark in a discussion of menstruation which led to a 65% increase in Always usage.

Nana: Breaking the taboo around periods in the world’s most conservative region

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Entrant, 2019

Nana, a feminine hygiene brand, used educational content to connect with girls and increase sales in Jordan, Kuwait, the UAE, and Lebanon.

There will be Blood: Brand Activism gets Messily Effective

Article • WARC Exclusive, WARC at Cannes Lions 2019

In this talk hosted by WARC at Cannes Lions 2019, several speakers discussed the challenges and impact of investing in a meaningful strategy at scale.

Essity builds on 'virtuous circle of bravery'

News • 24 六月 2019

Essity’s groundbreaking campaigns for its feminine care products have been helped along by support from another agency client which took a similar approach in its own category, in what AMV BBDO’s strategy director describes as “virt

Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
Toolkit 2018: How brands can respond to the year's biggest challenges

Article • WARC Trends, December 2017

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
Global Ad Trends: Threats to digital advertising

Data • James McDonald, WARC Data, March 2018

This report summarises the latest research from WARC's Data platform, with a focus on threats to the digital advertising ecosystem. Key findings include:
What we know about programmatic

Article • WARC Best Practice, January 2021

Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.
Trend Snapshot: Contextual advertising

Article • Alex Brownsell, WARC Trends, July 2018

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.