This was a tactical brief to promote the new Lil-Lets website, which allows all people with periods to learn more about their bodies and themselves, and helps them navigate their periods without the shame or stigma associated with it.

The Strategy:

GET - People with Periods
WHO - feel misunderstood and excluded
TO - feel empowered by embracing their unique bodies
BY - choosing to BE YOU. PERIOD. with Lil-Lets.
WHEN/WHERE - through our digital video, displayed across social channels with click throughs to the BE.YOU quiz and Website.

OBJECTIVE: Driving sign-ups and subscriptions to our Lil-Lets services and earning brand recognition and loyalty.

The Content:

Be You. Period.

In a space still dominated by taboos and stereotypes, the Be You Period campaign by Lil-Lets SA launched a bold, inclusive brand positioning and pushed body literacy in new ways. BE YOU. PERIOD.

The campaign centred on the empowerment that comes from embracing YOUR body, YOUR period, and choosing what uniquely works for YOU.

Using digital video, an interactive quiz, partnerships with local activists, and in-store touchpoints, the campaign was a celebration of individuality and the empowerment that comes from better understanding your body.

The Results:
The Be You. Period campaign was Lil-Lets South Africa’s most-talked-about campaign to date, successfully shifting the brand’s share of voice from less than 10% to over 56% online. The content was later repurposed for the Lil-Lets UK team, with slight tweaks to the language but keeping the brand message.

• earned 4,5 Million impressions
• 1,75 Million people reached
• 34 000 unique profiles created on the Lil-Lets website
• 500 000+ video views
• Earned SABRE INTERNATIONAL AWARD - Placed 4th for Global Campaign of the year 2023: Be You. Period for Premier FMCG (Pty) Ltd

The Strategy on a page:

As the Springboks’ longest-standing sponsor, Castle Lager needs a standout sponsorship campaign to drive Castle beer consumption during the Rugby World Cup 2023.
The problem is, as rugby is a male-centered sport, women feel excluded and left out during this time.
However, many South Africans, including the Springboks players, are raised by female matriarchs in their family - the strong women behind the men. 70% of these are grandmothers
We need to bring all South Africans together for a Castle “Cheers”, by celebrating the very best of them - the ones who raised them.
So that all consumers, not just the men, feel included and connected to the rugby and come together
Helping to build brand love and drive share of voice up 20% during the world cup, leading to an increase in sales.

Message Formulation:
Grandmothers are the backbone of South African communities and our World Champion Springboks. These matriarchs, however, have never been celebrated. So this presented an opportunity for Castle Lager to stand out from the cluttered sponsorship crowd where there are currently over 50 named sponsors of the Springboks, all vying for their spotlight in the RWC commentary and focus on the grandmothers of our heroes.

“Castle Lager presents The Granboks, raising a glass to the women who raised a generation.”

Results:
We produced a branded 3-part content series about the people who matter most to many South Africans and raised a glass to the women who raised our heroes.
We turned the typical Springbok rugby content approach on its head and interviewed the grandmothers of the national rugby team.

The Granboks campaign outperformed 50+ other Springbok sponsors and cut through the ‘wallpaper’ of sponsorship sameness to dominate the Rugby World Cup conversation.
The results speak for themselves:

• earned 48% share of voice of all springbok sponsors
• 51,6 Million South Africans were reached
• R4 Million worth of earned media
• 30% increase in sales YOY.

Link to the content: