Prevail: Granny's Secret

Prevail, a brand of incontinence products, increased external visits to e-commerce channels by 6500% and increased sales by 74% during its campaign in China, which used emotional storytelling.

Campaign details

Brand: PrevailAgency: Hill+Knowlton Strategies

Summary

Our challenge was a steep one - to introduce an expensive premium brand to an audience who had low understanding of the category, and who didn't want to discuss the subject because of social taboos. We had to achieve this with a low budget that would not allow us to make a traditional media buy.

To make sure we had strong and robust insights, we commissioned a series of 200 face-to-face interviews to learn exactly what our audience thought.From these interviews we established the core insight...

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