Pharmaceutical advertising, not only in Brazil but also in the world, has several restrictions and rules to be followed. One of them – and the main one in this campaign – is the fact that it's not allowed to do advertisement for less than 18 years people. In the case of a medicine for period cramps, studies show that is necessary to reach these girls from their first period, which occurs mainly around 12 years old. It means that, with regards to Buscofem, was necessary to find a way to talk to these girls without being openly focused in them. The rules also doesn't allow us to show people taking the medicine, just suggest they use it and imply simulate a behavior 'before and after' which could make it clear in any way. There's no permission to use any imperative verbs as well. In the end, there was necessary to find a soft way to show the product benefits, so that the target could understand and assimilate. But how to do that, considering these girls just listen to their friends?

The challenge:

To amplify brand awareness around Buscofem and strengthen the message within the younger target, following all the guidelines and restrictions of the pharmaceutical segment.

Objectives:

To increase share of market and become a reference in medicine against the period symptoms.

The strategy:

To invite Manu Gavassi to host a 4 episode webserie - 'Friend Tips with Manu Gavassi, speaking about situations where Buscofem could be such a great friend. We invited the girls to send their tips about the theme, with a different approach every week, and on the following episode, she read the best tips submitted by users. In the last episode, Manu announced a teaser: there would be a bonus episode with a great surprise. One week later, we launched the official videoclip 'I love', the Buscofem version of 'I hate', the greatest hit of the teen star

The campaign:

The main platforms of the campaign were the Facebook fan page – where girls were invited to participate and sent their tips through a tab – and the Youtube brand channel, which host all the videos. Also, we did a strong content partnership with VEVO and Capricho, the main teen portal in Brazil, where ran a lot of media banners and videos inside the TV channel of the website. This way, girls were able to follow the episodes and interact with the brand at the same channel they were used to visit for useful information.

The solution was to find a teen celebrity, with more than 18 years old, who had credibility and could create empathy with the target. Someone to talk from a friend to another, without clearly encouraging the usage of the product. The choice was Manu Gavassi, a teen star who starred on the internet with millions of views per video. In our campaign, her most recent success, 'I hate', got a Buscofem version, becoming 'I love' after she becomes free of the period cramps.

The song was promoted on Youtube and VEVO – the current TV of this girls –, as well as the TV channel inside the teen portal Capricho and Buscofem Facebook fan page.

It quickly got more than 1 million views.

By joining a relevant ambassador – Manu Gavassi – and an appropriated content strategy, as well as including product placement in a version of a famous song, the campaign was a great success, exceeding the expectations as the following information: 1.2 million views on the Youtube videos, 1 million organic fans on Facebook with the partnership with Capricho, we surpassed in 60% the expected results in views