SketchSHE are a comedy phenomenon, having amassed over 134 million views on their YouTube channel with their now-famous in-car lip-syncing videos.

Young women loved them, making them the perfect partner to create content for our target audience - thrush sufferers 18-34.

Allowing SketchSHE to produce the content was crucial to the campaign being authentic and credible.

Our idea was a female empowering music video which would see them swap their wheels for wings, and take to the skies as flight attendants aboard SketchSHE Airlines.

Through a ridiculously catchy song, they reassure a passenger who has thrush:

‘’No reason for it to be taboo. It’s just a case of thrush in your Coochie Coo!’’.

From Poonanie to Vajayjay, the girls melodiously take the viewer on a journey through vagina euphemisms, taking the sting – literally - out of the stigma of thrush.

In this era of female empowerment, we felt the campaign needed to feel as ‘’real’’ and as authentic as possible.

For this reason, the 2-minute music video would live on the SketchSHE girls’ YouTube channel, where it would be seen by their huge audience, the majority of whom fell in our target market.

We also created a 15-second cut-down of the content, programmatically targeted to our audience across TrueView on YouTube and other female-targeted sites, which would drive people to watch the music video on YT, as well as a 6-sec version created for Facebook.

The content was posted on the SketchSHE social channels (Facebook, Twitter, Snapchat, Instagram) and the brand’s channels reposted their posts.

We also created a very cool SketchSHE Airlines VIP amenity kit and sent it to 60 hand-picked Aussie influencers and key journalists, to raise awareness of the campaign and to encourage organic PR.

At the time of writing, the campaign had been in market for one month (4 weeks).

In that time, we saw the following results.

X total views

X people reached

A YouTube independent Brand Lift study saw that our content succeeded in delivering

+52.2% lift overall in Ad Recall

+16.1% lift overall in Brand Awareness

+86.5% lift in Ad Recall from F25-34

+22.9% lift in Brand Awareness from F18-24

+109.1% difference in lift from complete views compared to skipped views

Despite being aimed at the Australian market, the content has been shared, picked up and written about by people all over the world - from Botswana to Barbados, the U.S, India and Russia.

Best of all, people have contacted the brand to tell them how they loved the video and how it has affected them: ‘’It really made me think thrush wasn't something to be ashamed of. Seriously great job!’’