Stayfree Stay Cool Under Pressure

The Challenge

STAYFREE has been focused on highlighting the functional benefit of their pads, in particular the thermocontrol™ technology that keeps girls cool and dry whatever the situation. While the product message was being understood by the target market, the emotional connection to the product was low, resulting in less than optimal trial. STAYFREE needed to establish an emotional benefit to drive purchase, and they wanted to establish this connection in social media.

The Solution

We noticed that when our target audience gets together, the conversations that connect them most are often about situations that were quite stressful or difficult at the time, but are now remembered as funny and a highlight. It seems that the greater the adversity, the more fun and memorable it is. Sticking together turns a negative situation into a positive memory. This was certainly true of travel experiences, where people are often thrown out of their comfort zone. STAYFREE promises to keep girls cool and dry no matter what the situation, so we decided to amplify the product benefit in an emotional way, and challenge girls to Stay Cool Under Pressure as we dropped them in the middle of the most hectic city in the world – New York. We held a competition to find our stars, and created a series of 4 webisodes that followed them in different, highly stressful but entertaining situations.