WOMEN'S WELLNESS BY BETADINE
Brand | MUNDIPHARMA MIDDLE EAST FZ-LLC |
Product/Service | BETADINE FEMININE INTIMATE WASH |
Entrant | BALCONY 8 Dubai, UNITED ARAB EMIRATES |
Category | Brand-led Education & Awareness |
Idea Creation
|
BALCONY 8 Dubai, UNITED ARAB EMIRATES
|
PR
|
BALCONY 8 Dubai, UNITED ARAB EMIRATES
|
Production
|
BALCONY 8 Dubai, UNITED ARAB EMIRATES
|
The Campaign
As women, we are juggling many roles and tasks throughout our day.
Wife, Mother, Sister, Friend, Colleague, the list is endless and finding that balance between work and life is challenging.
As a result, we often forget about ourselves, what our body needs
and when to pay more attention.
It is this daily situation that many women find themselves that influenced our key message, to springboard our platform and launch the campaign into the market.
In all communications, we reminded women
" DON’T FORGET YOURSELF"
Creative Execution
The platform would be launched in phases, online (being website, social media, YouTube channel) and offline (being PR launch event).
The campaign platform launched officially 21 May 2017 after 4 months of a labour of love.
Website. http://wellnessbybetadine.com/
Instagram: @wellnessbybetadine
Facebook: https://www.facebook.com/wellnessbybetadine
YouTube: Wellness by Betadine
The campaign reached women solely, primarily women in the UAE and secondary, women in the Middle East.
Fans on Social Media - 18,044
Overall reach on Social Media - 3,034,692
Overall engagement on Social Media - 145,173
Views on YouTube - 160,911
Watch Time (minutes) - 38,202
Sales of BETADINE™ Intimate Cleansers has grown by 40% since the launch of the platform in May 2017 and successfully achieved business targets of #1 position in the OTC female care category with 20% market share.
The campaign message was seeded through both our online and offline communication, including the Women's Wellness
by BETADINE™ website, campaign banner ads, Social Media, YouTube channel, PR, launch event.
Website. http://wellnessbybetadine.com/
Instagram: @wellnessbybetadine
Facebook: https://www.facebook.com/wellnessbybetadine
YouTube: Wellness by Betadine
We created a unique positioning for the product in the market, by building an emotional connection between our target audience (women - all women) and BETADINE™ intimate products.
Our solution was to create a first-of-its-kind open and well informed
regional platform for women to talk about wellness issues that
matter to them. The platform aimed to give women a comfortable,
community space and access to articles by experts in different wellness fields, where women can educate and empower themselves to make informed wellness decisions.
Eventually the platform would evolve into being a community for all
things female oriented including physical, mental and social well-being.
The platform would be launched in phases, online and offline and
act as the perfect springboard to not only launch but also home all of
BETADINE™'s women-related products.
Credits
Emma Duzhnikova |
balcony8 |
Design Director |
Ariel Lumban |
balcony8 |
Senior Art Director |
Rajesh Kumar |
balcony8 |
Head of Content |
Jessica Capewell |
balcony8 |
Senior Designer |
Habib Gul |
balcony8 |
Digital Manager |
Uma Bhattathiripad |
balcony8 |
Social Media Strategist |
Sarah Bernolet |
balcony8 |
PR Manager |
Karolina Arnodottir |
balcony8 |
Senior Account Executive |
Lynn Blackley |
balcony8 |
Account Director |
Ursula Winzel |
balcony8 |
CEO |
Taimoor Khan |
balcony8 |
Digital Account Manager |
Links
Website URL