Campaigns: Bodyform theme tune regains its voice

Bodyform: Release Your Whoah
Bodyform: Release Your Whoah

Campaign: Release Your Whoah - Be The Next Voice of Bodyform
Client: SCA
PR team: Haygarth
Timescale: March-April 2011
Budgets: £120,000

Global hygiene company SCA asked Haygarth to raise awareness of its sanitary towel brand Bodyform.

Objectives

- To reintroduce the well-known 'Whoah Bodyform' ads using traditional and social media and make them relevant to females aged 16 to 24

- To increase spontaneous awareness of the brand to 12 per cent (yearly target).

Strategy and plan

Haygarth launched a social media campaign calling for the public to compete for the chance to be the next voice of Bodyform. People were asked to upload videos of themselves singing the ad's theme tune to Bodyform's Facebook page. A partnership with the Eve Appeal was established.

Measurement and evaluation

In eight weeks 'likes' on Bodyform's Facebook page increased from 600 to more than 3,654. The campaign delivered 38 pieces of coverage in titles including The Sun, Sugarscape.co.uk, Hello and Cosmopolitan Online. Through the Eve Appeal partnership, Haygarth recruited seven celebrities to tweet about the campaign, including Dannii Minogue and Sarah Beeny.

Results

More than 240,000 votes were cast, the winning video was watched by more than 109,000 people and awareness doubled from five per cent to ten per cent in two months.

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