PPK tem cheiro de PPK
Bayer – 2022 / 2023
In an effort to promote open discussions about intimate health, Bayer Consumer Health’s Gino-Canesten brand unveils the new phase of the #PPKSEMTABU campaign.
The proposal is to continue encouraging an open dialogue about intimate health, this time not only questioning the taboo around candidiasis, which has been the focus of the campaign so far, but also around bacterial vaginosis, a condition resulting from an imbalance in vaginal flora that many people are still unaware of.
The message “PPK tem cheiro de PPK” (PPK smells like PPK) sheds light on one of the main symptoms of bacterial vaginosis, which is a change in the natural odor of the vagina. In the campaign, Sabrina Sato once again becomes the spokesperson for the movement to launch Gino-Canesten Balance. All of this is done with a light, direct, and educational language, inviting everyone with a PPK to openly discuss their PPKs without shame.
INFO
The campaign featured the presence of Sabrina Sato (@sabrinasato), a Brazilian celebrity with over 31 million followers on Instagram and more than 6 million followers on TikTok, who participated in educational content to discuss this topic, which is still a taboo in Brazil.
10 influencers received a special Gino-Canesten kit, featuring packaging that appeared to be a perfume for women's intimate areas, but in reality, it contained water, as after all, 'PPK tem cheiro de PPK' (a humorous reference to the natural scent of the vagina).
The topic gained traction, and many women brought it up for discussion on social media, podcasts, talk shows, and events.
As a result:
+601.2 MM impressions,
+120% increase in searches for the term 'vaginosis'
+200% more sales than expected
Awards:
Effie Awards Latin America / 2023
Category: Pharmacists
Effie Awards Brazil / 2023
Category: Pharmacists
Clube da Criação – Brazil / 2023
Category: Pharmacists
2 Bronzes:
- Promotional Action or Direct Marketing
- Integrated Cases
— PROJECT NAME
PPK tem cheiro de PPK
— ROLE
Content Manager
Influencer Marketing Strategist
— AGENCY
Mullen Lowe Brasil / IPG Mediabrands
— DATE
2022
In this project, I participated as the content manager and influencer marketing strategist, promoting the “PPK tem cheiro de PPK” campaign with digital influencers and podcasts, who are engaged in causes related to the female universe.
The influencers created content organically, emphasizing the importance of women being aware of their bodies and, especially, using the right products in case of any vaginal odor or symptoms.