From conceiving the communication platform to working on the products highlights.

The market and product features require including in our strategy a long-term recruitment plan for a wide and mixed target (from 12 to 45).

Challenge

Managing the brand digital strategy on every touchpoint.

YEAR 1 — MÊME SI

Project

• Strategic thinking, application and performance steering
• Digitalization of the brand’s platform
• Definition of the marketing strategy and annual commercial highlights• Social Media management, content creation, influence

Solution

• Launch of Nana Tampons: SensioGrey supports Nana in their first tampons strategic launch. The creative idea of Nana Summer Essentials is developed via a video plan, an influence campaign, a contest on Instagram and specific methods to reach the younger targets.
• Pink Ribbon: Upon Pink October and to support the fight against breast cancer in partnership with the association “Le Cancer du Sein, parlons-en!”
• Goodnight Box: In order to reach young women and promote Nana Ultra Goodnight napkins, the brand entrusted the agency with the creation and activation of an influence & brand content campaign with French YouTubers to promote the product. The idea: imagining perfect nights with Nana Goodnight.
• Code de Nana (Femoji): To make people speak about a still very sensitive topic: the period, Nana launches Femojis via a Snapchat activation.
• Booty Shake: With the Snapchat & influence campaign Booty Shake, Nana decides to show young girls they can move without any fear even during their period, thanks to Nana products!
• Bot UltraGoodChallenge: Facebook Messenger bot for a 1-month coaching session.

1. https://www.youtube.com/watch?v=OhAJlws9iw4&list=PLP5yOJFHTEAJuEcZimXuy3cu4RVuAeevV&index=87&t=0s
2. https://www.youtube.com/watch?v=hj5Xtsk3Gx4&t=0s&list=PLP5yOJFHTEAJuEcZimXuy3cu4RVuAeevV&index=24
3. https://www.youtube.com/watch?v=aCPfIEZu0_U&t=0s&list=PLP5yOJFHTEAJuEcZimXuy3cu4RVuAeevV&index=30
4. https://www.youtube.com/watch?v=_rMUlGtgO68&t=0s&list=PLP5yOJFHTEAJuEcZimXuy3cu4RVuAeevV&index=31

YEAR 2 — BLOOD NORMAL  #LAVIENEROUGE

Project

• Strategic thinking, application and performance steering
• Digitalization of the brand’s platform
• Definition of the marketing strategy and annual commercial highlights• Social Media management, content creation, influence

Solution

Become the 1st brand in France who talks about periods as they are, and break any taboos revolving around it. Consolidate the brand new platform by relying on Nana’s comprehensive position, matching with a social strategy.

Focus on women who should be fearless talking about periods, and urging others to gradually break down taboos.

Be real & be inspiring.

Activations

• Blood Normal: Show for the first time in France the red blood through a social campaign.
• Tampons: Around the red and its variation. Launch in May 2018.
• Long term strategy to break taboos revolving around periods: #lavieenrouge. Show different perceptions/Micro influence/Interviews with women/Live Facebook with gynecologist…

Results

Year 1:

• #NanaGoodNightBox
  • 800k views on YouTube
  • +35k likes on all social networks
• Tampons
  • 4.8 million views
  • 30% engagement rate on Instagram
• Annual strategy 2017:
  • +2.4 million views on videos
  • 5.1% reach rate

Year 2:

• Blood Normal
  • 10% engagement rate
  • 2.4 million views