Did you know that the biggest reason young girls choose tampons over pads is because they want to go swimming? Or that the thing they want most during their period isn’t mounds of chocolate or a hot water bottle, but just to be able to wear what they like?
It’s around insights like these that we developed our latest content for feminine hygiene brand Lil-Lets. Our client was planning two key activities - a tampon sampling partnership with a popular fashion brand, and a messaging service called Lil-Lets Talk where young girls could send a message on WhatsApp to get advice on feminine hygiene from a real expert (not a chatbot).
Our task? To build social content to amplify these activities and keep the buzz going. Specifically, we needed to increase awareness of Lil-Lets among under 16s and encourage them to consider trying Lil-Lets tampons. But there was a catch. Apart from making Lil-Lets more top of mind for young girls, we also needed to address some misconceptions around tampons in general.
Introducing the champion of easy, comfortable non-app tampons
Lil-Lets’ non-applicator tampons are a game-changer for two key reasons: without a plastic applicator, they’re better for the environment and they’re more flexible and comfortable to wear. We wanted to shout about how amazing this is, so we decided to start a movement: The Non-App Life.
Knowing that our young audience lives on Instagram, we took to Stories, to introduce what the non-app life was all about. The content showcased young girls living their best lives, unrestricted - enjoying total comfort and freedom on their period. Bright and airy visuals brought to life the positive tone that we aimed for with the creative direction of “Rise and Shine”. At the end of the film, the audience was invited to switch to Lil-Lets and join the movement, with its signature hashtag, #nonapplife.
Alongside this new manifesto, a series of social posts to addressed the other side of the equation: the myths and misconceptions around tampons. Using fun cartoon animations and lighthearted, approachable language, “Spilling the T” broke down the common questions and concerns of our audience, and shared answers and helpful information.
Identifying and working with the right influencer partners
We were speaking to a younger group than in previous Lil-Lets campaigns, and we were keen to find influencers who would be relatable to under-16s. On top of that, we wanted to echo the same honesty and emotional freedom of both our #nonapplife hero film and social post series. We were looking for confident voices, girls who were outspoken, honest, and real, with a no-holds-barred attitude to the conversations Lil-Lets wanted to be part of.
Our team identified a range of Instagram influencers aged from 19 to 22 years old, based in the UK - and most importantly, vocal about girls’ issues. In one collaboration, we worked with Olivia and Evie, two friends who host a podcast about intimate personal experiences, called “Growing up and sometimes down”. In a 40-minute Instagram Live, they answered questions from their followers on common feminine hygiene misconceptions. The content was the perfect interactive companion for Lil-Lets’ social post series that tackled these questions as well.
We’re excited to see the results of our campaign later this year, and to learn even more about Lil-Lets’ fans so that we can keep speaking to them in ways that are relevant and meaningful to their lives.
Meanwhile, if you want to know more about our work with brands in the FMCG market, get in touch.
