The Challenge

Did you know that every woman can be affected by bacterial vaginosis (BV) at least once in her life? Concerning, but hardly surprising if you wouldn’t. Female intimate health conditions are still a taboo in society which leads to shame and prevents important conversations about women’s well-being. We conducted our own research and found that 30% rather suffer in silence than actively seeking for help. With Multi-Gyn, Karo Healthcare offers natural-based products against BV. However, Multi-Gyn is a small player struggling with brand awareness and market-share.

Our task? – To drive growth for the brand.

Our challenge? – To break the silence.

Turnaround Strategy

You simply can't sell anything that nobody dares to talk about.

Instead of a performance-only strategy, we convinced the brand to take an active role in combating taboos using the power of purposeful education. 

In a nutshell: We’ve elevated the customer journey from awareness and education into product conversion. We decided to target an important audience: Women who are still unaware of BV. A distinct differentiator within the category, which almost exclusively targets in-market with conversion messages. 

We found that we gain more momentum when stepping away from mass media. Instead, we engaged relevant influencers to lead the conversation and most importantly, create a community without taboos.

Our goal? – Let’s talk about it! 

Attention grabbing content

This turnaround in strategy led to an emotional content concept: The Taboo Talks – a coherent, long-term social first campaign.

We chose five female influencers who ranged from expert - like a gynaecologist - to being renowned for relentless handling of taboo topics. They all brought a high level of credibility and a special closeness to a female community. At the centre of the communication were long-format hero videos. A content stack approach consisted of a break-down of those hero talks into short vertical videos and static assets – supplemented by additional native content and earned content on influencer channels. Feedback from the audience was transformed into additional education content. A clever retargeting with conversion-oriented assets linking to the main reseller made it possible to map a meaningful and target group-specific customer journey.

Our performance? – Overwhelming!