We developed both the communications strategy and the creative direction of the campaign.

At its heart was a Libra microsite on MySpace –a place that combined our audience’s love of musical expression, their individuality and their need to be social.We housed music within a Libra branded media player - a first for an Australian advertiser on MySpace.

An interactive blog gave girls the opportunity to chat with their Australian female heroes.

In addition to online media activity, we worked with radio partner MCM to access on-air talent, generating awareness and driving traffic to MySpace.

Promotional activity gave girls the tools and the chance to be rewarded for expressing themselves in two ways: 1. By writing the lyrics to the Libra TVC tune.2. By designing the CD cover through a customised application on MySpace.The campaign was the perfect platform to demonstrate that Libra helps girls express themselves.

The campaign reached over 50% of our target, with 10% of those exposed, visiting the Libra MySpace page.Online engagement:• 17,500 unique users.

• 4,000 profile views.

• Average time spent on site: 6 mins 18 sec.

• Kick started a relationship with hundreds of friends.Brand measures & sales:• Girls 15-17 years insisting on Libra tampons +7 points.

• Girls 15-17 years main brand use +6 points.

• +1.5 share points in a declining market.• 900,000 incremental tampons sold.

We successfully kick started a relationship with a community of girls entering the category, which has led to a demonstrable increase in share for Libra.