A look at P&G Whisper's content strategy with influencers, music, engagement
As part of the larger campaign #NoMoreDeadlines, the brand has launched a half-done music video featuring influencers, who invite their female fans to share their stories on how they defy deadlines and in return be part of the campaign.
P&G Whisper Ultra’s new content initiative #NoMoreDeadlines is like an epitome of content strategy a brand can set. The brand has power-packed the strength of influencer marketing, music, long-form content and engagement with consumers as part of the campaign.
The functional benefits of the brand are that it is designed especially for heavy periods and long hours. Keeping these in mind, the campaign #NoMoreDeadlines urges women to break barriers related to time and long hours that act as a hindrance in achieving dreams and ambitions. It should always be in the girls’ hands what they wish to do in life, according to their will.
Whisper Ultra has launched a music video to challenge baseless deadlines imposed on women. Influencers present in the half-done video invite the female audience to become a part of it by posting a story sharing their #NoMoreDeadlines moment on Instagram.
With the media value of Rs 10-15 lakh, the brand has been able to garner more than 1.5 million views, according to the Sheeko Brandscore. The content initiative has been able to fetch instant awareness as the female influencers’ in the video have more than five lakh followers each.
Whisper’s Instagram performance on Sheeko Brandscore graph:
Brands have been using the power of music in their content strategy, but when coupled with user-generated content, it becomes like icing on the cake. Whisper’s strategy to use influencers to invite the female audience to be a part of the video is luring. It’s a wasted marketing effort if there is no call-to-action. Through this video, the brand has not just built awareness around the product but also engages with female consumers.
In one of the previous campaigns done in September this year for Ultra Night XXXL Night Pads, it is visible in the Sheeko Brandscore graph that Whisper believes involving audience can create more impact.
The brand has also collaborated with TVF channel Girliyapa as part of the campaign. Until now, TVF has created two videos patched with the cast and crew, inviting viewers to share their #NoMoreDeadlines moments with the channel and the brand towards the end of the video.
Girls in a college fest video:
What happens in a girls school video:
In the past, Whisper and Girliyapa launched a music video ‘Tu Bas Naach’, an end-of-year dance anthem with voice and characters that refuse to conform to stereotypes and ‘rules’ imposed on girls and women in our society.
For the brand’s #MeriLifeMereRules campaign, Whisper launched a web series Girls Hostel in association with Girliyapa. The four-part original weekly series is aimed at encouraging audiences to stand up for what they believe in and to live life by their own rules.
All the data and insights mentioned here are from our proprietary measurement platform call BrandScore.