In some parts of Central America, Periods are still a very taboo subject. This means girls and young women are not getting the information they need and want. Specifically, according to our research, managing pain, and understanding PMS.
Dorival, a pain relief brand focused on menstrual pain, wanted to make the subject and facts about periods as easily available, and as easily digestible, as possible - coming from a reliable and informed source. A source that is trusted and engaging.
So we created "Princesses on Periods”. A kick-ass twist on three traditional princesses; Rapunzel, Cinderella, and Sleeping Beauty. We launched a content series on YouTube, Instagram, TikTok, and Facebook, accompanied by supporting assets and an educational PDF booklet for schools.
Bring period information up to date and into the worlds of thousands of girls by bringing much loved and trusted voices bang up to date.
The campaign achieved 134 million views and surpassed reach KPIs by 13,233%. Clicks totalled 900,000, 1,025% above monthly average. With 471,000 interactions, it generated engagement 1,000x superior than Bayer's best-in-class campaign in Central America.
The campaign boosted Dorival's social media followers by 196%, increased organic Google searches for the brand by 880%, and drove sales uplifts of 31% for Dorival and 21% for the category - marking it as Dorival’s most successful campaign to date.
