Generating claims and stretching digital reach for Vagisil PH Plus Intimate Wash required a conversational platform where women would feel at ease talking and sharing details about their intimate health.
A 10,000 woman strong Home Tester Club campaign where each received, not one, but five product samples, to encourage and equip them to be able to share with friends – to amplify word-of-mouth reviews. The survey that followed collected key insights and product critiquing, for content and review endorsement use.
More than 82% of testers shared their samples and experience with others and the campaign generated 7400 reviews. The subsequent 8.1 out of 10 rating, and numerous claims, all served as digital content and native advertising (with a CTR 2.6 times higher the average) on those leading sites most favoured by the target demographic.