Shero/Always: Relevant Content Lead to Massive Impact With Young Women
2019 Finalist

Shero/Always: Relevant Content Lead to Massive Impact With Young Women

Ekstra Bladet

Copenhagen V, Denmark

Category Best Execution of Native Advertising

Overview of this campaign

Always wanted to be more present within the target group young women. This target group can be difficult to both reach and engage. Many no longer watch flow TV, neither do they read newspapers and the can be difficult to engage via social media. 

Partnering with shero.dk, Always got the opportunity to both reach and involve that specific target group. Shero is a digital niche media aimed at young women between 18 and 25 years of age and is a nice media within Ekstra Bladet (Denmarks largest tabloid newsmedia).

In the Shero universe, you are entertained and get wiser about the things that happen in every woman's life. We see it as our most important task to break down taboos and talk about the things that young women are struggling with.

Shero.dk developed the campaign based on the premise: to break down the taboo on menstruation and at the same time strengthen the confidence of young women.

They created a campaign over six months, a new theme for each month:

  1. 1. Embarrassingly
  2. 2. Pain - 
  3. 3. It´s natural
  4. 4. The first time
  5. 5. It´s normal
  6. 6. Active during period

For each theme two articles and two videos were published. To involve the readers, each month two competitions were launched. Were the price was an "ultimate care package" with Always products, chocolate and jogging pants (and the users were crazy about participating).

During the third month of the campaign, shero.dk invited the readers to brunch followed by a movie, creating a moment where young female friends could spend time together.

To support the native part, an ongoing display were executed.

The set KPI´s for the campaign was to increase brand value and behavior (usage) within the target group young women.


Results for this campaign

The results were much better than expected. The campaign not only reached the target group, it also involved an activated them.

Our survey conducted among exposed / non exposed showed a massive effect on:

  • Branding - 1 of 2 has got a much more positive view on Always
  • Relevance – 276% increase in readers who believe Always is relevant to them
  • Usage – 65% increase in young women using Always

The element of competition managed to create engagement, both in simply entering, but also with young women sharing their story. The campaign created in total 1.825 comments, 

The native articles and videos were popular and many of them stayed at top10 stories at shero.dk for some time. The campaign reached 67% more article readings than expected.

Both Always and their media agency were excited about the campaign:

“The aim of the campaign was to hit the young girls early, which succeeded as the Shero editorial team from the start understood our vision of the campaign. Shero made relevant and related content that has produced results much higher than expected.. " Johanne Troedsson, Nordic Assistant Brand Manager, Always

What made this campaign so successful with both advertiser, agency and the loyal readers at shero.dk, was content that created value for all parts.

This partnership between Always and shero.dk contributed to break down taboos among our readers and it delivered beyond expectation on the set KPI´s.

Six months after this campaign ended, the partnership was renewed in a new and even larger scale, underling that shero.dk is the platform where young woman can be reached.


Contact

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