For teenage Aussie females, tampons are the go-to period product. Our brief was to get them using Bonds’ new Bloody Comfy Period Undies instead – a more liberating, natural, tampon-free way to period. In terms of sales, we were tasked to sell out 70% of stock in the first 12 weeks post-launch.

Our creative idea was Bonds Unplugged: The world’s first acoustic album about periods, written entirely by artists on their period. The album featured six tracks by chart-topping female artists, all designed to instil period pride, and encourage girls to embrace a more freeing way to period with Bonds’ new period undies. The tracks were recorded live and unplugged to be as raw and natural as periods themselves.

‘Bonds Unplugged’ was released across major streaming platforms, with supporting content across popular teen channels encouraging girls to Live Life Unplugged. Girls began ditching tampons and choosing Bonds’ new period undies instead – resulting in a huge sales uplift of 356%. But most importantly, through a raw and natural form of music, we inspired teens to embrace their most raw and natural selves.

Our target audience for the campaign was Australian teenage girls, aged 12 years and over. Given teens generally aren’t interested in what brands have to say, our strategy was to reach them in a way they’d want to listen using the power of the music and the reassuring words of their musical idols.

To engage our audience in a highly targeted fashion, we harnessed digital and social platforms most popular among teenage girls, including Spotify, Tik Tiok, Instagram, YouTube and Facebook.

To create Bonds Unplugged, we assembled six chart-topping female artists that Aussie teens look up to and got them to write an acoustic-style song on their period, while wearing Bonds’ new Bloody Comfy Period Undies.

The songs – each designed to instil period pride – were then recorded live and unplugged to be as raw and natural as periods themselves, in Melbourne’s legendary Sing Sing Studios.

‘Bonds Unplugged’ was released as a digital album across major streaming platforms on Spotify, YouTube and Apple Music. The tracks were released over a six-day cycle to reflect the average length of a period, with supporting content across popular teen channels such as Tik Tok, Instagram and YouTube, as well as TV and instore, that encouraged girls to Live Life Unplugged.

The ‘Bonds Unplugged’ campaign ran nationally throughout Australia for approximately eight-weeks, from 3 September to 30 November, 2020.

- Sales uplift of 356%. (Pre-campaign, the average weekly sales for Bonds’ new period undies was 5,274 units per week. During the campaign, this rose to 24,067 units per week.)

- The campaign garnered over 12.1 million media impressions.

- The ‘Bonds Unplugged’ album was streamed 24,571 times over the campaign period.

- The live performances received a 54% View Through Rate on YouTube.

- The range also won Woolworths’ – Australia’s largest supermarket chain – New Product Launch of the Year.