Taking the plastic out of periods and inspiring the change to Lil-Lets
The Thinking
Plastic is everywhere: on remote Arctic sea ice, inside birds’ stomachs and in our most intimate feminine-hygiene products. Each year, 350 million tonnes of plastic are produced worldwide and half of it only used once. At this rate, there could be less fish in the sea by 2050 than discarded plastic, which can take thousands of years to degrade. Faced with this sobering picture, UK-based feminine-hygiene brand Lil-Lets chose to educate, inspire and encourage women to make a difference by saying no to single-use plastic found in applicator tampons. To help them kick off their mission, Lil-Lets commissioned distillery to create a branded social campaign grounded in social strategy.
The Making
We came up with a series of visual assets to turn plastic pollution into a relatable problem and help our client win fans across various social platforms.
Through social listening, we collected valuable insights on our target audience and how they engage with the plastic conversation. We identified conversation-starter keywords, such as ‘plastic bags’, and our friends at Dream Quickly used them to develop analogies that quantify the impact of applicator tampons on the environment – such as ‘the amount of plastic in applicator tampons used during one average period is the equivalent of 11 plastic bags’.
The Blowing Up
We used shoppable assets and interactive elements throughout our social tests and learnings to regularly optimise our content and refine our targeting and retargeting strategies. In other words, we made sure we were delivering each of our assets to the right people, at the right time.
To strengthen the proposition by building a stronger and more personal relationship with our younger audience, we partnered with UK-based lifestyle influencers who fit well with Lil-Lets’ brand voice and have good engagement rates. We planned a social timeline using influencer assets to push the rest of the campaign across social channels.
The Positive Impact
65k
Click Throughs
1.2m
Views
500k
Watched to 100%
“Working with distillery has been an eye opener. They eat social for breakfast and have a true understanding of media dynamics”
41%
Engagement Conversion