Social Media Campaign Face-off

between Stayfree v/s Whisper

By Janvi Shivshankar Pal

Course Name: PGDA&M
Under the supervision of Prof. Rajat
Bandopadhya for study of projects
Institute Name: Garware Institute of career
Education & Devlopment.
Brand Logo
 Introduction

Stayfree
• Stayfree is a brand of
feminine hygiene products,
including maxi pads, ultra
thin pads, and female wipes.
• On July 31, 2013, Energizer
bought Stayfree from
Johnson & Johnson.
Whisper
• Whisper was introduced
looking the needs of women
in their menstrual cycle
• Whisper is a sanitary pad
which came in existence in
1980s and P&G product
------------------------------------------------------------------
Stayfree Whisper

• Desired positioning is to • Desired positioning is

stand out from queue premium but satisfies the
• Brand personification is need both physically and
Girly,active, reflective emotionally
• Brand personification is
empathetic, introvert,
self-accepting, calm.
 Social Media Campaign
Stayfree
• Stayfree’s Time To Change
Social Media Campaign
• On women’s day, Stayfree
launched the ‘Be the voice of
change’ blogging contest on
Indiblogger that asks
bloggers to share what they
would want to change
around them.
Whisper
• Whisper Looking To Bust
Period Taboos With
#TouchThePickle
• Whisper, the sanitary napkin
brand from P&G has launched
‘Touch the pickle’ campaign
designed to bust period taboos.
A Facebook app rewards users
for sharing their stories and also
shares the science behind them.
 Stayfree
• The campaign was introduced
on March 2012
• With active blogger
communities and the
readership they command,
more and more brands are
giving bloggers their due.
While some bloggers write
reviews for brands
professionally, there are
others who do it for a contest.
Whisper
• The campaign was introduced
on August 2014
• Periods, though a natural
monthly process for all mature
girls and women, is often a
very strenuous ordeal for them
in many parts of the country.
Apart from the pain and
fatigue experienced by most
girls and women, they are also
expected to follow stringent
norms (read taboos) during
their periods.
 Stayfree
• This smart move of stayfree had
not only give bloggers a chance
to express themselves in return
for an incentive but also help
the brand to position itself as a
‘believer in change’.
• Along with the blogging contest,
Stayfree has also tried to run an
interesting campaign for it’s
community of 50,000 fans on it’s
Facebook brand page.
Whisper
• In some families, the
menstruating female member
is confined to a separate
room, ensuring she does not
come into contact with
anything (temple or even
touch any idol, no entering the
kitchen or touching the
drinking water or watering the
plants) or anybody in the
family. So deeply ingrained is
this in our society, that we
tend to ignore it and move on.
 Stayfree
• An app was created on
Facebook called ‘Bring down the
wall of irritation’ which is made
up of issues that are irritating to
say the least – from child labour,
eve teasing and corruption to
domestic violence, dowry deaths
and begging
• You had to select an issue that
irritated you and also share what
you would do to bring about
change.
Whisper
• . Whisper, the sanitary napkin
brand from P&G is out to
restore that freedom in ‘Touch
the pickle’ – a campaign
designed to bust period
taboos.
• the sanitary napkin brand has
chosen the most weird period
taboo – girls on periods should
not touch pickle jars as that
will contaminate the pickle.
 Stayfree
• Stayfree asjed the viewers to Click on
‘Add a Picbadge’ and add one to your
profile picture to show your support to
the movement and you could also
share it with your friends.
• Not only does it ask fans for their
opinion but also entices them to do
something to make the change
happen. Although adding the Pic
Badge is a common concept, it makes
a fan proud in her network that she has
stood for a cause as well as helps
spread the word about the campaign.
Whisper
• A commercial ad was made for this
taboo which was Uploaded on the
15th of July on Whisper India’s
YouTube channel, the ad video has
already garnered more than 1.8
million views. The ad then leads the
viewer to the brand’s Facebook
page ‘You go girl India’ where they
can join the #TouchThePickle
movement
• Here girls have been encouraged to
share the period taboos they have
broken and inspire the world.
 Stayfree
• Tying an online campaign with
an offline one is not always
possible but if done could
really bridge the gap and
Stayfree has done exactly this
with the campaign. On March
11, Stayfree and DNA had
organized the ‘I can’ Women’s
day half marathon in Mumbai
with the idea of breaking the
wall of irritation
Whisper
• The Twitter page is sharing stats on
period taboos while encouraging
people to join the movement. In the
offline, Whisper India has got actors
like Shraddha Kapoor, Kalki
Koechlin and Neha Dhupia to lend
their support for the movement. It
also conducted panel discussions on
the subject with the likes of Mandira
Bedi, Dr. Suneela Garg and Tanvi
Azmi. A live chat was hosted on
Twitter where girls could ask their
period taboo questions to the doctor.
 Stayfree
• Associating the ‘irritation’
aspect to social issues and
bringing about the ‘change’
movement goes well with the
brand message of ‘if it irritates
you, change it’.
Whisper
• It also features the ad films made for
the campaign, in addition to featuring
the Facebook and Twitter stream on
what people are talking about the
campaign.
• The campaign has received a
widespread welcome from women and
can further evolve into a nationwide
cause supported by the brand.
#TouchThePickle seems to be derived
from P&G’s ‘Thank you Mom’ initiative,
an emotional positioning that set a
global benchmark. Hopefully, it
continues to bust period taboos on a
global scale.
 Point of View
Stayfree
• It is a brilliant campaign by
Stayfree as it blended well with
it’s new product launch and in
my opinion
• Giving a free sample of the new
product to it’s Facebook fans.
• Finally tying online and offline
together into the same objective
and blending with International
Women’s Day was the last
master stroke.
Whisper
• According to me Women empowerment
and education are the most sensitive
and topical issues faced in the country.
• #TouchThePickle is a brilliant campaign
by P&G that not only addresses the
target consumers’ woes but also makes
strong brand advocates out of her.
• using period taboos is an essential
component of empowering women and
celebrating womenhood – brand values
that Whisper stands for.