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触摸泡菜
案例简介：活动描述 Whisper 是印度领先的卫生巾品牌，相信女性即使在经期也是不可阻挡的。然而，它正在失去 relevance 年轻城市妇女的相关性。我们的任务是通过以一种社会有趣、名声产生的方式，重申一种关于年轻城市女性时期的新的 “当代对话” 来推动相关性。研究向我们指出了 21世纪仍然存在的根深蒂固的时代禁忌，这些禁忌助长了羞耻文化，导致年轻女性以一种不光彩的自我意识成长。禁忌，比如不进入厨房，甚至不接触泡菜，一种日常印度餐调味品，因为害怕它们会随着接触而腐烂。“触摸泡菜” 是一场耳语的社会运动，它勇敢地接受了通过时期禁忌传播的羞耻文化。在战略开发的电视广告、品牌内容、名人代言、激活和旨在激发媒体兴趣和对话的伙伴关系的支持下，耳语激励年轻女性大声疾呼，挑战时期禁忌。在这样做的过程中，耳语创造了一个全国性的对话，让超过 290万名女性参与进来，并在自由媒体和宣传中创造了超过 610万美元的收入，同时增加了关键的品牌相关性参数和销售额。 客户简报或目标 我们的目标是通过重申一个关于年轻城市女性时期的新的 “当代对话” 来推动耳语的相关性成名的方式。在我们的目标群体 -- 年轻的城市女性 -- 与益普索的详细研究中，我们发现了 21世纪仍然存在的根深蒂固的禁忌，这些禁忌助长了一种耻辱文化，导致年轻女性在不光彩的环境中成长自我意识。禁忌，比如不进入厨房，甚至不接触泡菜，一种日常印度餐调味品，因为害怕它们会随着接触而腐烂。 有效性 这项运动得到了年轻城市妇女的关注和参与: 这项运动实现了 73% 的无人帮助召回。它创造了价值 610万美元的免费媒体。 · 290万多名妇女参加了会议，并承诺 “触摸泡菜”。在 YouTube 上观看超过 190万次的 “触摸泡菜” 视频。 facebook 参与率指数为 959。耳语的声音份额从 21.0% 增长到 91.2%。 执行 我们需要接触年轻的城市女性，引发一场关于时期禁忌的全国性对话。在这里，每个元素都是为了引起媒体的关注和宣传。所以我们从一个电视节目开始，要求年轻女性大胆地通过触摸泡菜来打破时代禁忌。这个挑衅性的信息引起了国家的注意。宝莱坞名人和现实生活中的女性成功者走上前去吸引观众并传播信息。CNN-IBN，一家领先的新闻频道主持了一个名为 # LetsTalkPeriod 的节目。各大城市的电台骑师进行了现场辩论。创始人阿迪蒂 · 古普塔 (Aditi Gupta) 走上了 Ted 会谈的舞台。喜剧演员和来自不同行业的女性创作了引人注目的内容，以激励年轻女性站出来打破禁忌。超过 290万名女性参与并承诺 “触摸泡菜”。 相关性 Whisper 是印度领先的卫生巾品牌，相信女性即使在经期也是不可阻挡的。然而，它正在失去 relevance 年轻城市妇女的相关性。研究向我们指出了阻止年轻女性的力量 -- 这不是时代，而是古老时代的禁忌世代相传的羞耻文化。在挑战这种羞耻文化的过程中，我们相信耳语可以找到更深层次的相关性，并影响数百万年轻女性的生活。因此诞生了 “触摸泡菜” -- 一场利用公关力量创造国家对话的社会运动。 战略 在我们的研究中，16 16 岁至 24 岁的年轻城市女性,我们意识到根深蒂固的时代禁忌继续盛行，并助长了一种羞耻感的文化，这种文化阻碍了他们做生活中的大部分事情。耳语作为一个代表妇女解放的品牌，决定挑战通过时代禁忌传播的羞耻文化。因此诞生了 “触摸泡菜” 运动。
触摸泡菜
案例简介：Campaign Description Whisper is a leading sanitary napkin brand in India that believes women can be unstoppable even on their period days. However, it was losing relevance amongst young urban women. Our task was to drive relevance by reasserting a new “contemporary conversation” about periods with young urban women, in a socially-interesting, fame-generating way.Research pointed us to deep rooted period taboos still alive in the 21st century that feed a culture of shame leading to young women growing up with a disgraceful sense of self. Taboos like not entering the kitchen, and even not touching pickles, a daily Indian meal condiment, for fear they would rot with their touch. ‘Touch the Pickle’ was a social movement by Whisper that bravely took on the culture of shame propagated through period taboos. Supported with strategically developed TV-spots, branded-content, celebrity endorsements, activations and partnerships designed to generate media interest and conversations, Whisper inspired young women to speak up and challenge period taboos. In doing so, Whisper created a national conversation that got over 2.9 million women to participate and generated over USD 6.1 million in free-media and publicity while growing key brand relevance parameters and sales. Client Brief Or Objective Our goal was to drive relevance of Whisper by reasserting a new “contemporary conversation” about periods with young urban women, in a socially-interesting, fame-generating way.A detailed research with IPSOS amongst our target group – young urban women – pointed us to deep rooted period taboos still alive in the 21st century that feed a culture of shame leading to young women growing up with a disgraceful sense of self. Taboos like not entering the kitchen, and even not touching pickles, a daily Indian meal condiment, for fear they would rot with their touch. Effectiveness The campaign got the attention of and engaged with young urban women:•The campaign achieved 73% unaided recall. •It generated free-media worth USD 6.1 million.•Over 2.9 million women participated and pledged to ‘Touch the Pickle’.•Over 1.9 million views on YouTube for the ‘Touch the Pickle’ video.•Facebook engagement rate was 959 Index.•Whisper’s Share of Voice grew from 21.0% to 91.2%. Execution We needed to reach out to young urban women and spark a national conversation about period taboos. Here each element was designed to provoke the attention of the media and create advocacy.So we started with a TV spot that asked young women to boldly break period taboos by touching the pickle. This provocative message got the nation’s attention. Bollywood celebrities and real-life women-achievers stepped forward to draw in the audiences and spread the message. CNN-IBN, a leading news channel hosted a show called #LetsTalkPeriod. Radio-Jockeys across major cities conducted live debates. Aditi Gupta, founder Menstrupedia, took to the Ted-Talks stage. Comedians and women from different walks of life created compelling content to inspire young women to come forth and break taboos.Over 2.9million women participated and pledged to ‘Touch the Pickle’. Relevancy Whisper is a leading sanitary napkin brand in India that believes women can be unstoppable even on their period days. However, it was losing relevance amongst young urban women. Research pointed us to the force stopping young women – it wasn’t periods, but the culture of shame passed on through generations by archaic period taboos.In challenging this culture of shame, we believed Whisper could find a deeper relevance as well as impact the lives of millions of young women. Thus was born ‘Touch the Pickle’ – a social-movement that harnessed the power of PR to create a national conversation. Strategy In our research amongst young urban women aged between 16 to 24, we realised that deep rooted period taboos continue to prevail and feed a culture of shame that holds them back from doing most of the things in life.Whisper as a brand that stands for the emancipation of women decided to challenge the culture of shame propagated through period taboos. Thus was born the ‘Touch the Pickle’ movement.
Touch The Pickle
案例简介：活动描述 Whisper 是印度领先的卫生巾品牌，相信女性即使在经期也是不可阻挡的。然而，它正在失去 relevance 年轻城市妇女的相关性。我们的任务是通过以一种社会有趣、名声产生的方式，重申一种关于年轻城市女性时期的新的 “当代对话” 来推动相关性。研究向我们指出了 21世纪仍然存在的根深蒂固的时代禁忌，这些禁忌助长了羞耻文化，导致年轻女性以一种不光彩的自我意识成长。禁忌，比如不进入厨房，甚至不接触泡菜，一种日常印度餐调味品，因为害怕它们会随着接触而腐烂。“触摸泡菜” 是一场耳语的社会运动，它勇敢地接受了通过时期禁忌传播的羞耻文化。在战略开发的电视广告、品牌内容、名人代言、激活和旨在激发媒体兴趣和对话的伙伴关系的支持下，耳语激励年轻女性大声疾呼，挑战时期禁忌。在这样做的过程中，耳语创造了一个全国性的对话，让超过 290万名女性参与进来，并在自由媒体和宣传中创造了超过 610万美元的收入，同时增加了关键的品牌相关性参数和销售额。 客户简报或目标 我们的目标是通过重申一个关于年轻城市女性时期的新的 “当代对话” 来推动耳语的相关性成名的方式。在我们的目标群体 -- 年轻的城市女性 -- 与益普索的详细研究中，我们发现了 21世纪仍然存在的根深蒂固的禁忌，这些禁忌助长了一种耻辱文化，导致年轻女性在不光彩的环境中成长自我意识。禁忌，比如不进入厨房，甚至不接触泡菜，一种日常印度餐调味品，因为害怕它们会随着接触而腐烂。 有效性 这项运动得到了年轻城市妇女的关注和参与: 这项运动实现了 73% 的无人帮助召回。它创造了价值 610万美元的免费媒体。 · 290万多名妇女参加了会议，并承诺 “触摸泡菜”。在 YouTube 上观看超过 190万次的 “触摸泡菜” 视频。 facebook 参与率指数为 959。耳语的声音份额从 21.0% 增长到 91.2%。 执行 我们需要接触年轻的城市女性，引发一场关于时期禁忌的全国性对话。在这里，每个元素都是为了引起媒体的关注和宣传。所以我们从一个电视节目开始，要求年轻女性大胆地通过触摸泡菜来打破时代禁忌。这个挑衅性的信息引起了国家的注意。宝莱坞名人和现实生活中的女性成功者走上前去吸引观众并传播信息。CNN-IBN，一家领先的新闻频道主持了一个名为 # LetsTalkPeriod 的节目。各大城市的电台骑师进行了现场辩论。创始人阿迪蒂 · 古普塔 (Aditi Gupta) 走上了 Ted 会谈的舞台。喜剧演员和来自不同行业的女性创作了引人注目的内容，以激励年轻女性站出来打破禁忌。超过 290万名女性参与并承诺 “触摸泡菜”。 相关性 Whisper 是印度领先的卫生巾品牌，相信女性即使在经期也是不可阻挡的。然而，它正在失去 relevance 年轻城市妇女的相关性。研究向我们指出了阻止年轻女性的力量 -- 这不是时代，而是古老时代的禁忌世代相传的羞耻文化。在挑战这种羞耻文化的过程中，我们相信耳语可以找到更深层次的相关性，并影响数百万年轻女性的生活。因此诞生了 “触摸泡菜” -- 一场利用公关力量创造国家对话的社会运动。 战略 在我们的研究中，16 16 岁至 24 岁的年轻城市女性,我们意识到根深蒂固的时代禁忌继续盛行，并助长了一种羞耻感的文化，这种文化阻碍了他们做生活中的大部分事情。耳语作为一个代表妇女解放的品牌，决定挑战通过时代禁忌传播的羞耻文化。因此诞生了 “触摸泡菜” 运动。
Touch The Pickle
案例简介：Campaign Description Whisper is a leading sanitary napkin brand in India that believes women can be unstoppable even on their period days. However, it was losing relevance amongst young urban women. Our task was to drive relevance by reasserting a new “contemporary conversation” about periods with young urban women, in a socially-interesting, fame-generating way.Research pointed us to deep rooted period taboos still alive in the 21st century that feed a culture of shame leading to young women growing up with a disgraceful sense of self. Taboos like not entering the kitchen, and even not touching pickles, a daily Indian meal condiment, for fear they would rot with their touch. ‘Touch the Pickle’ was a social movement by Whisper that bravely took on the culture of shame propagated through period taboos. Supported with strategically developed TV-spots, branded-content, celebrity endorsements, activations and partnerships designed to generate media interest and conversations, Whisper inspired young women to speak up and challenge period taboos. In doing so, Whisper created a national conversation that got over 2.9 million women to participate and generated over USD 6.1 million in free-media and publicity while growing key brand relevance parameters and sales. Client Brief Or Objective Our goal was to drive relevance of Whisper by reasserting a new “contemporary conversation” about periods with young urban women, in a socially-interesting, fame-generating way.A detailed research with IPSOS amongst our target group – young urban women – pointed us to deep rooted period taboos still alive in the 21st century that feed a culture of shame leading to young women growing up with a disgraceful sense of self. Taboos like not entering the kitchen, and even not touching pickles, a daily Indian meal condiment, for fear they would rot with their touch. Effectiveness The campaign got the attention of and engaged with young urban women:•The campaign achieved 73% unaided recall. •It generated free-media worth USD 6.1 million.•Over 2.9 million women participated and pledged to ‘Touch the Pickle’.•Over 1.9 million views on YouTube for the ‘Touch the Pickle’ video.•Facebook engagement rate was 959 Index.•Whisper’s Share of Voice grew from 21.0% to 91.2%. Execution We needed to reach out to young urban women and spark a national conversation about period taboos. Here each element was designed to provoke the attention of the media and create advocacy.So we started with a TV spot that asked young women to boldly break period taboos by touching the pickle. This provocative message got the nation’s attention. Bollywood celebrities and real-life women-achievers stepped forward to draw in the audiences and spread the message. CNN-IBN, a leading news channel hosted a show called #LetsTalkPeriod. Radio-Jockeys across major cities conducted live debates. Aditi Gupta, founder Menstrupedia, took to the Ted-Talks stage. Comedians and women from different walks of life created compelling content to inspire young women to come forth and break taboos.Over 2.9million women participated and pledged to ‘Touch the Pickle’. Relevancy Whisper is a leading sanitary napkin brand in India that believes women can be unstoppable even on their period days. However, it was losing relevance amongst young urban women. Research pointed us to the force stopping young women – it wasn’t periods, but the culture of shame passed on through generations by archaic period taboos.In challenging this culture of shame, we believed Whisper could find a deeper relevance as well as impact the lives of millions of young women. Thus was born ‘Touch the Pickle’ – a social-movement that harnessed the power of PR to create a national conversation. Strategy In our research amongst young urban women aged between 16 to 24, we realised that deep rooted period taboos continue to prevail and feed a culture of shame that holds them back from doing most of the things in life.Whisper as a brand that stands for the emancipation of women decided to challenge the culture of shame propagated through period taboos. Thus was born the ‘Touch the Pickle’ movement.
触摸泡菜
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Touch The Pickle
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