Challenge
After the first year of the campaign Liberdade Vem de Dentro, which encourages women to know all possibilities to choose the best contraceptive method for each of them, the challenge was to make a straight-to-the-point campaign.
The main reason for not adopting a long-acting contraceptive method is the lack of knowledge, especially among young women. So we needed to spread content and knowledge about sexuality, contraception, and the options to do that.
And, to make it harder, we couldn’t mention the product due to national regulations. So, how can we accelerate product sales without talking about it?
Solution
We chose Manu Gavassi to start the campaign. She is very popular in Brazil, especially with young audiences. She talked about personal experiences in seeking freedom in many ways, including sexual life and careers. Using different approaches, she communicated our message directly to the core target, elevating discussions about contraceptive methods and questioning old paradigms.
We had a media plan flight focused on digital channels, with branded content, display, social, native, and influencers support.
Besides that, we also had a special activation with female artists. They created paintings inspired by women’s freedom and rights. It turned out to be an animation that was placed on a building at one of the most famous avenues in Brazil.
What we did
• Creative Concept
• Key Visual
• Strategy
• Media Planning & Execution
• Activations
• Social Media
• Community Management
• Pharmacovigilance
Channels
• Digital Media
• Social Media
• Native ADs
• Branded Content
• Influencers
• OOH Activation
A tremendously successful campaign. It has reached more than 100M people.
With more than one billion impressions, Liberdade Vem de Dentro has become a Global Benchmark in the Healthcare industry for Pinterest campaigns, with more than 500K clicks on the social platform.
And, most important, the campaign’s ROI was awesome, being impactful to the product’s result.
66
Traffic Overdelivery
4
Earned Media (R$)
1
The historic peak in the "Hormonal IUD" search in Brazil
1
More than 1 billion impacts
