Bodyform and X Factor

Challenge

Bodyform are the #2 brand in the female hygiene category. As the number two, there can be issues around brand misattribution with competitors Always or Tampax. How do you achieve stand out in your competitive set? The #challengebodyform campaign was created to meet this problem, with boldness and courage at its core. SCA Bodyform & Zenith needed a proven communications vehicle that could activate this message, and speak to their target audience of young women authentically.

Insight

The X Factor continues to inspire the next generation to be bold and follow their dreams. From singing in front of the bedroom mirror, to singing live in front of millions of TV viewers every weekend, our X Factor contestants are bold, brave and know how to rise to the challenge.

Idea

#RisetotheChallenge - an ITV digital led activation that saw Bodyform align with past and present strong, inspirational bold women from the X Factor. 

Implementation

#RisetotheChallenge was a fresh new 10 week digital led X Factor activation for Bodyform. ITV created bespoke video and social content featuring key X Factor talent, and seeded it across their owned platforms – including ITV.com, The X Factor app, YouTube and Twitter. Bespoke content was focused around two key pillars: • Weekly quizzes on past and present female X Factor acts • X Factor role models for today's contestants This was supported with digital activity including Premium Pushdowns across ITV.com, Second Screen Takeovers in app, and lightweight VOD and TV activity.

Results

1. Spontaneous brand awareness was maintained, with directional shifts in prompted brand awareness.

2. Brand preference was maintained as #2 brand within the feminine hygiene category.

3. Favourable shifts for brand sentiment, cementing status as a brand that understands women.

4. Claimed purchase intent increased as a result of campaign activity. 

  • 7% brand consideration up
  • 1 in 8 young women requested a sample
  • +45% claimed purchase intent

“This collaborative partnership enabled Bodyform to get closer to the engaged young, female fans of the X Factor, which are a perfect fit for the brand and can be difficult to reach via traditional TV
advertising alone. The activity delivered over and above our original expectations and helped us to achieve our objectives for the year”

Traci Baxter , Bodyform, (SCA) Marketing Controller