Know Your V

Agency

Havas Immerse

Client

Vinda Group SEA

Product/Service

Feminine Care

Brief

In Malaysia’s highly conservative culture, V-Zone (female reproductive system) conversations are taboo. Our brief was to break the silence and get Malaysian women to learn and speak freely about their V-Zones without fear or shame.

Solution

A 60-sec film revealing Malaysian women bravely “taking a deeper look” at their V-Zones, as the first step in getting to know and love your own.

Results:
- 3.5+ million views on Youtube
- 6.4% market share increase, tracked by Kantar World Panel
- Rose to #2 brand position from #10 for feminine care brands, tracked by Essity Market Research
- Recognised by The UN Asia-Pacific Women’s Empowerment Principles for positive change in a gender-responsive marketplace
- 1000+ conversational threads in Youtube, Facebook and Instagram