<a target="_blank" rel="noopener noreferrer nofollow" href="https://www.youtube.com/watch?v=DPxD6phbPmk" tt-mode="url" class="0" title="0" download="0">https://www.youtube.com/watch?v=DPxD6phbPmk</a>Brazil is one of women’s intimate health brand Canesten’s key markets, but it’s taboo to openly discuss vaginal health, with one in four Brazilian women ashamed to even say the word ‘vagina’. To overcome this barrier to getting treatment, the Bayer-owned brand established a new global brand purpose: ‘To help young people to set themselves free from shame and discomfort.’On the basis that education is the key to eradicating shame and stigma, Canesten worked with agency Analogfolk, London, to launch a digital ‘school’ on TikTok called Intensivão Da PPK (Vagina Academy) in February this year. Through this online learning hub, Canesten offered 28 unconventional and engaging interactive lessons over a five-week course, delivered by well-known Brazilian influencers and experts on vaginas, psychology and body positivity.For example, body positive influencer Hana Khalil (@hanakhalil) gave a lesson on what clothes to wear to take care of the vagina, spoke about the importance of using a condom, and shared 20 facts about vaginas while doing her makeup. Medical professional Claudia Milan (@sosperineo) taught users about the chemistry of the vagina while dressed as a vulva, and explored the colour spectrum of vaginal discharge through art.Canesten also enlisted a group of ‘students’ – young Brazilian TikTok content creators – to normalise shame-free discussions about the vagina for other young Brazilian women and increase awareness of the campaign. The ongoing educational programme has now rolled out in Italy under the name Vagina Academy. According to the agency, the UK will launch their take on it later this year, followed by Australia via several social media platforms, such as Snapchat, Instagram and YouTube, to allow young people easy access to engaging class content and live streamed seminars.Results / The Intensivão Da PPK TikTok channel received 44 million video views, was followed by 210,000 Brazilians, and a TikTok brand uplift study revealed a 5.2% increase in people exposed to activity who said Canesten is helping reduce intimate health taboos for women.Contagious Insight /Cultural barriers / Last year, Brazil’s far-right president, Jair Bolsonaro, introduced abstinence-based sex education to help lower teenage pregnancy rates. As Luciene Tognetta, professor of educational psychology at the Paulista State University in São Paulo state told the Guardian, ‘This is like going back 40 years.’ As various studies have shown, abstinence-only education is not linked to a reduction in teen pregnancies and in some cases has the opposite effect – without a comprehensive sexual education on how to practise safe sex young people lack the knowledge and skills to keep themselves safe and healthy. All of this is a breeding ground for shame, stigma and harmful misinformation – all ultimately a barrier to seeking help and getting treatment.Doctor, doctor / By activating on TikTok, Canesten circumvented the government’s censorship of sex education and delivered vital, factual information in a digestible format that its target audience are familiar with. Some 60% of Brazil’s TikTok users are women aged 16-25, and the platform has become something of a trusted source when it comes to health information. That’s partly because the sheer numbers of users make it an ideal platform to disseminate information to a large group of people, points out this study from the Society for Academic Emergency Medicine, while the bitesized format (usually accompanied by music and dancing) appeal to the millions of young people who turn to #TikTokDocs to learn about their health, reports Dazed.Trusted source / While it’s largely a positive trend, it comes with a risk of non-evidence-based theories, rumours and false information – and this is why Canesten’s choice of credible, qualified and entertaining experts is so crucial. The Intensivaõ Da PPK works because it speaks to its target audience in their own language, through a format they love and trust. Last year, The Black Country Living Museum, a small mining museum in England, embraced TikTok to reach new audiences, and did so by understanding and speaking the language of its audience, to bring its history up to date. And in 2016, feminine hygiene brand Libresse partnered with two young South African YouTubers, rather than medical experts, to create a series of short, fun and informative videos to educate people about female health in a way that felt accessible. Similarly, Canesten worked with respected TikTok influencers to deliver the educational content in their own unique ways. Rather than showing up as an advertiser on the platform, the brand gave its ambassadors creative freedom to communicate the content authentically and in a way that resonated with the target audience and earned their trust and attention.

Contagious: Insight & Strategy, Vagina Academy

<a target="_blank" rel="noopener noreferrer nofollow" href="https://www.youtube.com/watch?v=JTs39qQADwU" tt-mode="url" class="0" title="0" download="0">https://www.youtube.com/watch?v=JTs39qQADwU</a>In November 2019, Hyundai in Australia wanted to promote its latest mini SUV (the Hyundai Venue). Brands in the automotive category invariably fail to differentiate themselves, with ads that focus on scenic road trips, and TV, outdoor and radio being dominant in the comms. Hyundai needed to do something unique to stand out.Working off the insight that 73% of car buyers trust auto reviews above any other source of information, the brand and creative agency AnalogFolk in Sydney created a series of 25 quirky 4 Second Reviews to promote the vehicle under the tagline Absurdly Sensible.Each of the ads in the socially driven campaign paired a consumer interest among Australians with a particular feature of the vehicle.For example, one ad that was targeted at nature lovers posed the question, ‘What does a cactus think of the Hyundai Venue’s fuel efficiency?’, followed with a clip of a cactus giving the thumbs up with the caption ‘Not too thirsty’. Another (for pet lovers) showed a woman telling off her disobedient dog, paying off with the line ‘Total control’.The auto brand also used Cameo to create an additional six ads using celebrities such as Lance Bass, Tori Spelling and Carson Kressley. Each ad directed people to the Hyundai Venue’s product page where they could find out more about the car. The campaign continued until 31 March 2020.Results / According to the agency, the videos were viewed 5 billion times across Facebook, Instagram, YouTube and Snapchat with a 48% view through rate. On Facebook, the ads achieved double the amount of recall (12%) than is typical for the platform standard of 6%. Hyundai also revealed a 68% increase in consideration for the Hyundai Venue among women, while people spent four and a half minutes on the product page versus the benchmark set by the brand of a minute and a half. For every AU$1 ($0.75) spent on the campaign, there was a AU$19 ($14) return in sales for Hyundai, equating to a AU$12m ($9m) total sales increase for the brand.Contagious caught up with Richard Morgan, executive creative director at AnalogFolk, and Ben Hourahine, strategy partner, who told us:<ul><li>One of the main challenges for car brands in Australia is to speed up vehicle turnover as Aussies tend keep their vehicles for an average of 10 and a half years</li><li>The campaign was an opportunity for Hyundai to experiment with different media channels to help distinguish the brand in the market</li><li>Despite SUVs being commonly associated with Gen Z men, women aged 40 plus are actually Australia’s largest audience for prospective car buyers</li><li>The key to making effective short-form ads is to speak in a language that resonates with the target audience and make content that is right for the chosen media channel</li></ul>Tell me about the automotive category in Australia. Who are the main players?Richard Morgan: There are three distinct groupings of automotive brands in Australia. Firstly, there are brands like Ford and Holden, which were traditionally manufactured here and have become local brand icons. While the manufacturing for those brands has mostly gone off-shore, the brand love remains. Secondly, you have the European brands like BMW, Mercedes, Skoda and Volkswagen that are quite popular here. Then you’ve got the third grouping: Korean and Japanese companies like Hyundai and Kia.It’s also worth noting that the automotive market is huge in Australia. The country itself is very vast and the public transport system leaves plenty to be desired because the population is so spread out. I think there’s about 21 million cars for a population of 26 million – if you take out kids, pretty much everyone has one.What challenges are facing these brands in the country?Morgan: The average age for a consumer’s car in Australia is about 10-and-a-half-years old, which is a long time for such a developed market. So, you’ve got this intensely competitive market and the fact that Australians don’t replace their car very frequently. Naturally, the challenge for car companies is to speed up that turnover. Not only for profit, but also to ramp up the conversion of people from traditional models to new and more environmentally friendly options.The other challenge is that the car was once a very traditional symbol of ownership and wealth, but we’re seeing that fact change more and more around the world. Now people value things like ride-sharing or communal transport over ownership, which is something else the industry will increasingly have to contend with.Tell me more about Hyundai.Morgan: Hyundai launched in Australia around 1986 and it’s become a big player. What’s interesting about Hyundai is that the brand has effectively built its own supply chain: they make the cars, then they make the rails to get them to the ships, they make the ships to transport them and the trucks to get them from A to B. It’s a huge operation and so innovative. I think that’s what makes the brand stand out, that level of detail and cutting-edge technology.Who is the brand’s target audience?Ben Hourahine: They target everyone, but each campaign’s focus will depend on the type of vehicle that they are trying to promote. Whether that’s a family wagon, a small city run-around or something for off-road adventures.<blockquote>It seemed pretty obvious but we turned it into something that was disruptive to the category by sticking to the insights and reimagining them in a creative way.</blockquote>Richard Morgan, AnalogFolkDid you receive a brief for this campaign?Hourahine: The brief was to promote Hyundai’s new micro SUV. But they wanted us to deviate from the norm – it’s what we call a hype brief. Essentially, this means to do something that was going to generate a lot of ad hype and really try something different.Morgan: Hyundai wanted to see what the brand, which often played into the more traditional channels like television and outdoor, could do with digital and social media. It was a bit of an experiment by the brand to understand how to use these channels and how to approach creativity through these mediums in the future.Did you have any KPIs?Hourahine: The initial KPI was all about social buzz and then the next one the client set was consideration among consumers. The other important element was the number of people who saw the ads and then went on to look at the vehicle on the brand’s site as part of the sales journey. The client didn’t set us any specific sales metrics because Hyundai didn’t want us to be tightly tied to conversions, the brand wanted to try something different and give us the space to do that.What was your initial response when you heard the brief?Hourahine: One of the first things we thought when we heard the brief was that we needed to break away from the advertising norms that surround the category. When you look at the industry, there are certain norms that are followed time and time again and we wanted to stand out. The SUV is generally considered to be a masculine vehicle that is synonymous with off-road adventures, etc, and appeals to Gen Z. But, when we looked into it, we realised that women aged 40 plus were the largest audience for prospective new car buyers in Australia so we made a strategic decision to go for them rather than the traditional young male SUV buyer that you would expect.Then we went down to Hyundai’s HQ to see and play with the features of the car for a couple of hours. We all got the sense that the gadgets and tech in the car were a lot of fun almost immediately and that really helped us set the tone that we were after. I don’t think we would have come up with the same work if it had just been a paper brief.Did you do any more research to inform the campaign?Hourahine: The other major insight was around the consumer journey. Our research showed that there had been a big shift to online as a source for comparing models and picking out vehicles. Somewhere around 73% of people now use online as their main research channel. That’s when we asked ourselves where we could play in the consumer’s online journey and we soon focused on car reviews. We realised a lot of the car review content was just so long, very performance driven and really male oriented. It simply wasn’t right for our target audience, which we decided to disrupt and change.While reviews might be a bit long-winded, four seconds for an ad is incredibly short.Morgan: We actually spoke to some friends at Facebook and they told us that people’s average attention time for an ad on social is about 4.1 seconds. The tedious reviews currently online and this insight simply didn’t connect, in fact they were completely diametrically opposed. That’s where the idea was born.How did you ensure the ads would make noise with such little time?Hourahine: It’s one of the reasons we did so many ads, we wanted to reach as many people as possible. The trick was finding ways to get people’s attention alongside posts from their friends, last night’s episode of Squid Game, or Kim Kardashian and get them to stop and think about Hyundai. Each video only had about AU$4,000 ($3,000) behind it, but we ended up with about 5 million views. The campaign was never about media spend, it was about creating something that resonated with people to generate organic exposure.The ads strike an absurd tone. How did you know it would resonate with your target audience?Hourahine: People are so prejudiced about middle-aged demographics. As soon as you mention social content, everyone just thinks Gen Z but all the research we have done shows that using a fun, irreverent tone for a socially driven campaign was exactly what would resonate with our target audience. They don’t want to be boring, they want to show off their personalities, laugh, and know that what they’re buying meets their needs. Unfortunately, I think a lot of people miss that because they have the wrong idea about what the audience consumes on a daily basis.<blockquote>The advertising world is so preoccupied with finding big, groundbreaking ideas. But, what I’m quite proud of is how we found something that was so simple and yet ignored</blockquote>Richard Morgan, AnalogFolkWhat issues do brands and advertisers need to think about when it comes to making effective short-form content?Morgan: The sacred bond between advertiser and consumer is if you want to sell me something then entertain me. Too often, that doesn’t happen because people aren’t speaking in a language that is appropriate for their audience. So, it doesn’t interest them.Hourahine: It’s also about making content that’s right for the channel. This time it was quick, funny, four-second gags that had a bit of punch suitable for social.The videos star motor ‘experts’ (a dog, a cactus, a ninja, etc). How did you decide on the content?Morgan: The client tasked us with quite a long list of sales features. For example, certain points about safety or fuel efficiency and then we came up with a host of things that we thought would catch people’s attention and aligned with the irreverent tone (eg, a cactus that represents nature and is giving the thumbs up on the car’s great fuel economy). We also segmented our audience by things they were interested in like pets and linked that to a feature to help stand out even more.The other thing that informed the content was when we were chatting to Hyundai’s consumer research team. They told us that the way car companies talk about their features versus the way consumers talk about them are fundamentally different. For example, when it comes to the fuel economy, car brands will talk about litres per kilometre. Whereas, a consumer will think, ‘If I put $30 in the tank that will get me to mum’s house, the shops and last me till Thursday.’ We wanted the content to be in that consumer-friendly context.It seemed pretty obvious, one plus one equals two and all that, but we turned it into something that was disruptive to the category by sticking to the insights and reimagining them in a creative way.What challenges did you face along the way?Morgan: We didn’t have an endless budget. But things that trend on the internet don’t tend to be that high-end – an emoji on TikTok could go viral. We decided to embrace that and while there was a level of polish and sophistication, we wanted it to feel like consumer-generated content while also ensuring we didn’t run up against those budget issues through production.<a target="_blank" rel="noopener noreferrer nofollow" href="https://www.youtube.com/watch?v=P5CD7hIcAbQ" tt-mode="url" class="0" title="0" download="0">https://www.youtube.com/watch?v=P5CD7hIcAbQ</a>

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Contagious: Insight & Strategy, Vagina Academy

Contagious: Insight & Strategy, 4 Second Reviews