2023 Advertising Capstone Challenge
In collaboration with BONDS x Special, the 2023 Advertising Capstone Challenge presented the challenge of creating an integrated marketing campaign to maintain BONDS' Bloody Comfy Period Undies' leadership position within the period underwear market - while allowing BONDS to stand out from the pack and increase consumer trust. Our task was to disrupt the period product market segment by challenging period stigma and offering period havers with a sustainable, comfortable option.
The Big Idea
We invite all period havers to a Bloody Comfy Movie Night. This social activation is about creating an inclusive community, where youth can feel supported and comfortable in their bodies - using periods as a reason to come together rather than hold you back. Bloody Comfy Movie Night is a Teleparty held event, where our audience is invited to bring their friends together to watch beloved coming of age films which promote shameless self love.
Reforming the consumption behaviour of our target audience is tough, therefore, Bloody Comfy Movie Night is all about driving trial. We don’t just want to tell them about how great they are, we want them to feel it for themselves. With our target audience expressing doubts on the effectiveness of our product, we want to provide them with a safe space where they can feel confident without fear of public leakage. There’s no comfier place than your own home.
SOCIAL MEDIA ASSETS
One of our primary tactics to increase first time buyers is to create fun, accessible educational resources which inform consumers on the form, function and maintenance of period underwear. Consumers expressed distrust of the products effectiveness and claim to long-term wear, creating a major barrier to consumption. By maintaining the Bloody Comfy Movie Night theme across all media assets, we were able to curate relatable, easy to digest content to ease consumers' concerns.
'Screenings That Go With Your Flow', is all about making consumers feel represented. Therefore, we created a series of movie personas which align with different period needs. For example, 'The Movie Marathoner' is aligned with the heaviest flow and the available screenings list the different Bloody Comfy Period Undies styles available for purchase.
As previously stated, with a major barrier to purchase being a lack of consumer trust in the products efficiency and sustainability, we didn't just want consumers to take our word for how great the product is. We wanted them to take the word of the critics. With a period oriented spin on Rotten Tomatoes and IMDb, we designed movie themed product reviews addressing common consumer concerns.
Similarly to the previous post, we wanted to continue to educate consumers on how to care for their period undies to ease their anxiety on the manageability and long term wearability of the product.
PR BOX & BLOODY COMFY UNDIES TAG
With our target audience being period havers aged between 13 - 20, influencer marketing became a key tactic to increase engagement and trust. With previous studies finding 70% of teens trust influencers more than traditional celebrities (Digital Marketing Institute, 2021), we aimed to create older sibling figures to review and recommend our product. Therefore, we created the Bloody Comfy Movie Night PR boxes, filled with an array of different period underwear styles, snacks and an invitation to the movie night. These influencers would become instrumental in creating audience anticipation - posting PR box reviews, visiting our instore pop-ups, getting ready for the event and a post event follow up.
This invitation was not limited to influencers, with each Bloody Comfy Period Underwear purchase coming with a ticket attached featuring a QR code to a step by step website guide on how to join the fun.
WEBSITE REDIRECT
The QR code redirect not only provides a step by step on how to join the party, but provides consumers follow up knowledge on the event, with a link to vote for their movie of choice on the BONDS Instagram page. In utilising Instagram's polling feature, consumers are able to vote between Mean Girls, Clueless, 10 Things I hate About You and Turning Red, all coming of age films which celebrate coming into your own. Finally, we also further awareness of the PR Box, with a map to locate their closest pop up.
IN STORE POP-UPS
Since Bloody Comfy Movie Night possesses an underlying motivation to create a community, we wanted to allow our audience to participate and be involved in each aspect of the campaign as it rolled out. In providing in store pop up events, BONDS Bloody Comfy Movie Night allows teens the ability to feel as though they are connecting with their favourite influencers on a more personalised level - entering the same environment and purchasing the same products within the PR packages.
HOW THE EVENT WORKS
To summarise, BONDS Bloody Comfy Movie Night is a Teleparty held event during the quiet time of the Summer school holidays, post Christmas and pre-back to school - 12th of January. The movie event begins with an Instagram livestream, where influencers collaborate with BONDS to speak about Bloody Comfy Period Undies, as well as the importance of period pride and community. During the movie, the Teleparty chat is open for any questions surrounding Bloody Comfy Period Undies or any other personal concerns.
Digital Marketing Institute. (2021). 20 Suprising Influencer Marketing Statistics. Digital Marketing Institute. https://digitalmarketinginstitute.com/blog/20-influencer-marketing-statistics-that-will-surprise-you
