Whisper connects with women via new media

China - P&G's sanitary brand Whisper has launched a digital campaign in China aimed at shifting women's negative perceptions about menstruation and increase intimacy with the brand.

The campaign, tagged "enjoy your period, enjoy being a woman" developed by Leo Burnett, Arc and Digitas and Starcom comprised of a website, online banners, portal seeding, e-flyers and search engine marketing.

The campaign is also supported by in-store leaflets, mobile telephone marketing, 10-second TV spots and magazine advertorials.

The website, which forms a large part of the campaign, serves as a platform to engage women to share their views on how to make their period a more positive experience by entering in a manifesto contest. Winners for the contest get to win prizes including trips to Thailand and iPod nanos.

The website also leveraged on celebrities participation that include famous model Jiang Peilin, actresses such as Chenyi and YuanQuan as well as Chinese athlete Liuxuan and celebrity host Lijing. 

Additionally, the website features an online psychological test, games and downloadable wallpapers and screensavers.

"We knew it would take more than a traditional campaign to truly connect with our consumers on such a taboo topic. Hence, as a way in, we decided to embrace new media to redefine our relationship with them, "Elaine Hui, associate brand director for Arc Hong Kong said.

"The website provides a unique environment for Chinese women to feel like part of a community and share their personal feelings about menstruation...At the end of the day, we want to bring about a new attitude in women we call "period positiveness", especially in those who don't usually see menstruation in this way," Hui added.