Stayfree: The story of a night napkin on social media

Stayfree, a female hygiene brand, increased awareness of its night time sanitary product in India by launching an animated demo video to highlight its benefits.

Campaign details

Brand: StayfreeLead Agency: Interactive AvenuesRegion: APAC

Strategy

Objective

Generate awareness for a sanitary napkin designed specifically for the night amongst working young women living in key geographies.

Target Audience

Females - 15- 34 Andhra Pradesh, Telangana, Tamil Nadu (Excluding Chennai), Karnataka, Kerala, Kolkata, North-East, Maharashtra, Delhi NCR & Chandigarh.

Creative Strategy

The use of animation and radical creative was the key vehicle for the campaign.

Instead of showing the same blue ink blotched napkin, it was introduced by way of animated demo videos to establish an instant connect to the insight which entailed:...

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