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SUB CATEGORY :
FICTION & NON-FICTION FILM: UP TO 5 MINUTES
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COMPANY ENTERING :
FINCH, SYDNEY
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TITLE :
I'M DYING INSIDE
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BRAND :
MODIBODI
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ADVERTISER :
MODIBODI
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AGENCY :
HOWATSON + COMPANY, SYDNEY
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CHIEF EXECUTIVE OFFICER :
CHRIS HOWATSON
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MANAGING PARTNER :
KRISTIE THISTLEWAITE
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EXECUTIVE CREATIVE DIRECTOR :
GAVIN CHIMES
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CREATIVE DIRECTOR :
JARED WICKER/SCOTT ZULIANI
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ART DIRECTOR :
ELLY PIPICIELLO
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COPYWRITER :
KATY HULTON
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HEAD OF PRODUCTION :
HOLLY ALEXANDER
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FILM PRODUCTION COMPANY :
FINCH, SYDNEY
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MANAGING DIRECTOR :
COREY ESSE
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DIRECTOR :
ARUNDATI THANDUR
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DIRECTOR OF PHOTOGRAPHY :
TOM BLACK
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EXECUTIVE PRODUCER :
LOREN BRADLEY
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FILM PRODUCER :
AMY DYMOND
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PRODUCTION DESIGNER :
ALICE LANAGAN
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STYLIST :
LYNN MATHUTHU
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POST-PRODUCTION COMPANY :
HOWATSON + COMPANY, SYDNEY
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EDITOR :
KING YONG
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SOUND PRODUCTION COMPANY :
MOSAIC MUSIC AND SOUND , SYDNEY
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SOUND EXECUTIVE PRODUCER :
BILL DOIG
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MUSIC COMPOSER :
ADAM MOSES
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PHOTOGRAPHER :
SIM KAUR
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CAMPAIGN SUMMARY :
The ‘I’m Dying Inside: A Modern Period Drama’ 5 part TikTok series, explores a range of modern period experiences with honesty and humour. Following four housemates as they navigate the trials and tribulations of young adult life on your period, from period sex to endometriosis flare-ups, to being bloated when you’re trying to rock corporate chic attire.
Gen Z are already dealing with so much in their life - leaving school, moving out of home, or into the workforce, dating, mental health, exploring your sexuality, financial uncertainty and more – the last thing they want to worry about is their period. So every storyline demonstrates how ModiBasics gives the freedom to live leak-free. To introduce Modibodi period underwear to Gen Z, this series was created for the platform they love — Tiktok. With a production value of TV, it was crafted for 9:16 and featuring an entire Gen Z cast, crew, writers room, original screenplays and music. We couldn’t just put the series on Tiktok and expect people to watch it! To make the algorithm work and drive views, we collaborated with Tiktok to create an entire ecosystem of additional content — each video tapping into a trend or popular topic. When ‘fit-checks’ trended, we launched our BTS version. When ‘Come To Work With Me’ became the all-time craze, we captured our own onset. And it worked with +12 million views in 4 weeks, +91.4% increase in brand engagement, +44% increase in website traffic and +75% growth in sales.
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CREATIVITY/IDEA/INSIGHT :
Our brief: get a new generation of menstruators to experience Modibodi, increasing relevance and consideration.
To connect with this audience, we had to do two things; first, normalise period underwear for Gen Z and break them out of ‘period-care autopilot’ to consider Modibodi. And second, engage a generation that are resistant to traditional advertising.
Whilst conversations around periods have come a long way, the shame and stigma of leaking on your period still holds young people back. Gen Z are already dealing with so much in their life - leaving school, moving out of home, or into the workforce, dating, mental health, exploring sexuality, facing financial uncertainty and more – the last thing they want to worry about is their period. So we wanted to show Modibodi as the solution to experimenting with life, leak-free.
The core campaign message ‘Life’s a lot. Leave leaks out of it’ was informed by what Modibodi’s product does best – reusable, absorbent period underwear that’s proven to protect you from period leaks – as well as our insight into the target demographic’s often chaotic transition into adulthood. We positioned Modibodi’s ModiBasics Collection as the perfect solution to living your best life leak-free.
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STRATEGY :
Modibodi are a pioneer in period care, creating life-changing absorbent apparel. They were amongst the first period underwear brands globally, revolutionising the category with their patented leak-proof technology.
Modibodi’s target demographic is menstruators from the ages of 13-50 but their key growth audience is 18-25s, who have the highest category penetration for period products than any other age range.
Research told us that everything about Modibodi – their values, their superior product offering, their mission to break taboos and create reusable products were aligned with what Gen Z wanted in a brand and in period care. But Modibodi needed to meaningfully connect and continue to grow top-of-mind awareness with this audience, and in turn their market share. To help do this, their new ModiBasics range was launched that catered to this more value-driven audience.
To be able to tell meaningful stories for this audience, rather than ad placements, we created a new series built for the platform they love – TikTok. By partnering with TikTok our aim was to engage with them with the same entertainment value that they are already seeking from the platform, incorporating Modibodi as authentically as possible.
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EXECUTION :
‘I’m Dying Inside’ is a modern period drama celebrating the realities of growing up today for young menstruators, with storylines showing how ModiBasics give the freedom to live life leak-free.
Everything was created with the production value of Television, but shot 9:16 and crafted specifically for TikTok and Gen Z. The script was developed in a writer’s room with our director, and Gen Z teammembers. While our cast and characters were super diverse, representing a variety of experiences, including queer and non-binary. We partnered with TikTok creators such as @samanthaandrew1 and @lynnharries, tapping into different communities to amplify the series on the platform.
Our series took over Modibodi’s channel for 6 weeks, launching with an engaging trailer and an omni-channel campaign to drive excitement about the series.
To enrich the full-funnel experience, consideration ads highlighted product benefits featured in episodes. We also retargeted custom audiences that had engaged with the campaign, with more details on the products via additional Videos, Statics and shoppable ads.
We also worked with TikTok to create a huge eco-system of content that surrounded the episodes and tapped into trends. All designed to make the algorithm work for us and drive views.
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RESULT :
The goal of the campaign was to raise awareness of the brand amongst the target audience, ultimately getting them to try the product.
The TikTok content has so far achieved an astonishing 12.7 million views, surpassing all expectations and targets.
The campaign drove potential customers to the site with traffic to site increasing by 44% with +67% MoM new customer traffic.
Brand Consideration among 18-25 Year olds (our bullseye target) grew +2.4 points.
Positive brand sentiment also grew MoM along with Brand Share of Voice (+19%) and Brand Share of Engagement (+91%).
The campaign has not only provided great engagement and consideration with the target audience per the objectives but translated into 75% sales growth of the ModiBasics collection in the first month of the campaign, with the range becoming the
top selling product in that month.
We’ve also seen incredibly positive reactions from viewers – the series has resonated with our audience through its diverse identity representation, it’s authentic representation of a range of period experiences, and its open dialogue around menstruation.
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URL :
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