BONDS: CAPSTONES CHALLENGE 2023
This is the final project that me and my teammates work for BONDS to encourage more people to try a pair of Bloody Comfy Period Undies.
The target audience for this campaign will be people with period, aged from 13 to 20 years old.
We aim to show our target audiences how Bonds helps to ease period discomfort.
Convince them that they will feel satisfied with the simplicity of BONDS products.
Throughout our research, we figure an insight that period discomfort comes from the tricky application of mainstream period products.
From this insight, the main idea of this campaign is to show the simplicity of applying BONDS Bloody Comfy Undies.
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ADSHEL
The location can be at the bus stops adshels nearby high school areas and malls.
About 30% of the budget.
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WINDOW DISPLAY
The locations can be large grocery stores, e.g. Coles, Target and Woolworths.
Recruit promoters to invite target audiences writing their stories for 7 days.
People who shared a story will get a free pair of undies. Using #Bloodycomfortlessstories will lead to user generated content on social media.
About 50% of the budget.
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YOUTUBE AD
Use YouTube Target Audience Tools to approach the target audience.
About 77% of users between ages 15-35 are on this platform.
About 20% of budget.
ADSHEL
WINDOW DISPLAY
This will expand into social media with the #Bloodycomfortlessstories. Encouraging people to share their own period stories on social media as well as pictures of the window display. BONDS will be giving away pairs of BCPU's to the top 10 stories and use them in the TVC.
Women 1: “I used a tampon wrong for 5 years, it was always half sticking out and painful. I was worried it would shoot out if I sneezed or laughed.”
Women 2: “I was jumping on a trampoline, my pad slipped out, and people were trying to dodge it.”
Women 3: “I forgot to empty my diva cup before work. It overflowed in the middle of a surgery. I simply apologized and kept operating. I was freaking out because the scrubs don’t really hide anything.”
Women 4: “I was in my middle school history class. My teacher was passionately teaching the class when I asked to go to the bathroom. He got frustratedly said no. 10 minutes past, I asked again. Another no. I soaked through my pad, pants and chair. I was mortified.”
Interviewer: “Now, how often do struggle to put on undies?” Women 1: “um... never”
Women 2: “never”
Women 3: “Ah, never?”
Women 4: “...I don’t”
Text on screen/Interviewer v/o: “left leg, right leg, pull up. Periods aren’t simple but Bonds Bloody Comfy period undies are.