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For Pussies Only - How a taboo-breaking campaign resonated with young women and grew the client’s market share
Bram de Leeuw
Our team of &C The BrandStudio (part of &C Media), developed a fresh and bold multi-platform campaign for intimate hygiene brand CHILLY.
Although branded content isn’t often credited for moving the needle on sales, this case proves that with the right strategy and concept, the right tone, and the right talent you could change that.
In a category often dominated by sterile, medical messaging, our fresh strategy, concept and tone made all the difference. A true fan-to-fan approach, taboo-tackling, breaking barriers, with humour, colour and courage.
This content series was primarily distributed within the universe of “&C”, one of Holland’s most popular 360-lifestyle and content brand and revolving around Dutch celebrity Chantal Janzen and we have leaned with this campaign into &C’s core strength: real, entertaining, poppy, feminine with a positive view of womanhood.
As bold as the creative was, the results were even louder. Chilly saw not only a significant boost in brand awareness and market share but a ripple effect across the entire product category.
Join our talk and find out the key take aways of this barrier-breaking campaign.
