The campaign for SCA's feminine hygiene brand "Bodyform," created by Kara at Dentsu Inc. Aegis Network, has won the Campaign of the Year award from the UK's Campaign magazine. This follows its Gold Lion win in the Cyber category at this year's Cannes Lions International Festival of Creativity.
The campaign featured a video where a "fake CEO" apologized in response to a male consumer's complaint about the brand. The video generated massive viral buzz, including a surge in traffic. It was highly praised for its effective use of social media, customer relationship building, and for moving beyond the stereotypical treatment of menstruation.
The controversy began in October 2012 when a post stating "I was deceived" appeared on Bodyform's Facebook page. The poster, British man Richard Neill, jokingly protested: "As a child, I saw ads that made me think women's periods were wonderful and fun. But when I got a girlfriend, I realized it was a lie. There's no joy, and you can't enjoy sports. Instead, my sweet, kind girlfriend transformed into someone resembling the girl from 'The Exorcist.' I was completely fooled." His protest, delivered with a touch of humor, garnered over 80,000 likes and 4,000 comments within seven days.
Capitalizing on this, Bodyform uploaded a video to YouTube featuring "CEO Caroline Williams" apologizing ( http://bit.ly/1aADLqh ).
"It was a lie. I'm sorry. The scenes of skydiving and mountain biking were metaphorical," she said in a witty tone, addressing Neil himself. "I've protected that illusion all this time, but you tore away the veil and exposed a truth no man wants to face. Richard, you're a star."
In reality, this CEO was fake. No CEO exists for the brand Bodyform, yet within two days, this video became the "most-watched entertainment content," surpassing 5 million views to date. Domestic and international media reported on the exchange, propelling Bodyform's campaign—known for its lower budget compared to competitors—into the spotlight. Ultimately, the £25,000 campaign generated an impact worth £2 million.
