Bodyform : The Truth

The Fun Stuff

This opportunity came when a Facebook troll tried taking on Bodyform with claims that he felt misled by their advertising. It was a fair point but what Richard had failed to appreciate was that it was for his and most men’s benefit as they ‘simply could not handle the truth’ about menstruation.

Pricking the pomposity of female hygiene advertising, while ridiculing the taboos and awkwardness to talk freely about periods was social dynamite. The internet approved.

The Serious Bit

Our response to Richard’s original post had to be immediate otherwise the moment would have been missed. We conceived, scripted, filmed and launched a film within 6 days.

This led to close to 100% of those views coming from earned engagement and wide interest from global media outlets including Radio 4 ‘Woman’s Hour’, The Financial Times, Huffington Post, Mashable etc. At its peak our film trended at #2 on YouTube and increased Bodyform’s search results by over 1000%. It also won us a shelf load of awards amongst which were a Cannes Gold Lion (Cyber), a Mashie, a Lovie, a Dadi and few others ending in ‘-ie’.

– Cannes Lions Gold Cyber Lion 2013
– Mashie “Best real time marketing” 2013
– Lovie Gold “Branded Entertainment” 2013
– Campaign Media Awards “Media Campaign of the Year” 2013
– Campaign Media Awards “Fashion, Beauty & Healthcare: Winner” 2013