Women’s sanitary pad brands have difficulties building brand loyalty & equity using mass media. Because women (specially Korean women) feel ashamed when they communicate anything about sanitary pads and their menstruation publicly. So SOFY BODYFIT, the Korean sanitary pad manufacturing brand started a “SHARE PAD” campaign that is sharing the authentic value of the sanitary pad and aiming to build a BODYFIT’s brand loyalty.

This material had installed and performed at Women'room of Songpa Branch, CGV that is a famous cinema chain in Korea

during 26/8/2013~28/8/2013.

There is a donation box on the front of looking mirror (it is called SENDING MACHINE by us). When donor inserts a new sanitary pads into the machine, an African girl appears in the mirror, then carry away that pad as if really happened.

This SHARE PAD campaign was built on a Facebook Page, so we can count the numerical results.

During the two month running time from July 27 to September 29, 2103, we got new fans 39,247.

Also, before the campaign, the reach of the bodyfit post and viral, was just 10,000 people on average daily, but after the campaign the reach had increased to 210,000 people on average daily (Even though, the overall spend of the Ad was just 10,000 dollars.)