CIBC
Copywriter Partner: Nadia O'Kongo
Art Director: Mansi Almadi
Target
18 - 25 students and/or professionals who fall under the lower income bracket. ($40k and below)
Brief
Create a data-driven campaign that leverages audience insights to identify a problem and develop a creative and impactful brand solution.
Insight
1 in 4 Canadian women are forced to choose between buying meals and period products.
Big idea
Introduce a reward card exclusively for period care.
Tagline
You've earned it.
To set context, we launch our card on World Menstrual Hygiene Day. We send out mails to people who according to our data, are eligible for the card.
The BFree Card lets you earn points on essential purchases and redeem them exclusively on period care products.
SOCIAL MEDIA
SPOTIFY ADS
Our target listens to music. However, a lot of them can't afford Spotify premium. We leverage that and also advertise on Spotify.