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The Best Digital Marketing Campaigns in the World II
book

The Best Digital Marketing Campaigns in the World II

by Damian Ryan
March 2014
Intermediate to advanced
272 pages
4h 37m
English
Kogan Page
Content preview from The Best Digital Marketing Campaigns in the World II

Case Study 17

Bodyform

Market

United Kingdom

Descriptor

Don’t be afraid to be personable.

The challenge

  • Bodyform had a reputation for innovation and a close relationship with women, including legendary 1980s TV ads that celebrated empowerment of women. However, communications in the category are still restrictive – many UK women’s fashion magazines refuse to carry any feminine care advertising, and the content of TV advertising is tightly regulated. How could Bodyform reignite its relationship with women, when outspent and out-traded by the competition?
  • In October, a member of the public, Richard Neill, posted on Bodyform’s Facebook page accusing the brand of lying about the nature of periods through its advertising. His witty but ultimately ...
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Publisher Resources

ISBN: 9780749469689