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THE STATUS QUO
Luna Daily is a new-to-market microbiome body care brand designed to be sensitive enough to use on all your skin, including the vulva.
THE AMBITION
Raise awareness of the brand and of their mission to get the world comfortable with the word vulva.
THE CAMPAIGN
We found that women are more comfortable talking about how much money they earn and their sex life than they are their vulva, so used the principles of exposure therapy to break patterns of fear and avoidance around the word Vulva.
First, we put the word out - loud and proud - in the wild a and on social feeds exposing the audience to the word in an attention grabbing way - we even projected it guerilla style onto London’s very phallic Tate Modern.
All of these activations led to the free VULVA THERAPY HOTLINE, a tongue-in-cheek audio short course drawing from real exposure therapy techniques.
THE CHANNELS
OOH, audio, social, influencer, press
THE RESULTS
137% Increase in brand engagement on campaign launch day
92% Campaign effectiveness in neuromarketing research
35% Increase in search of 'vulva' on campaign launch day in the UK
30% Increase in Luna Daily's social following in 3 days
+750K Organic social impressions in 5 days
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