| Title | Dri-Fit Feel More Natural |
| Agency | Publicis Sapient |
| Campaign | Dri-Fit Feel More Natural |
| Advertiser | First Quality |
| Brand | Dri-Fit |
| Date of First Broadcast/Publication | 2017 / 10 |
| Business Sector | Hygiene & Personal Care Products |
| Philosophy (original language) | We launched a campaign to introduce consumers to Dri-Fit, an absorbent material found in feminine pads and protective underwear. The campaign had a simple message—feel more natural—and admitted what most healthcare brands are never supposed to: First periods are scary. Giving birth can be overwhelming. And asking for help can feel downright impossible. We kicked off the launch with Lilly’s Story, a short film that tells the story of a dad and daughter growing old together. At the beginning he’s taking care of her, and by the end of the video she’s caring for him. Then, we continued to gain consumer’s trust by producing shockingly-honest testimonials on social, candid editorial content on partner sites, awkwardly-real gifs on Buzzfeed, and an in-depth look at the product on a new responsive website. |
| Result (original language) | Consumers had an overwhelming response to the campaign. In addition to sizable lift in brand recall, we received 214,000,000 impressions, over 55,000,000 views on the brand video alone, and over 1,000,000 clicks to the website, digital content, and social posts. |
| Media Type | Case Study |
| Length | |
| Creative Director | Brian Brown |
| Associate Creative Director/Art Director | Peter Wagoner |
| Associate Creative Director Design | Derek Montgomery |
| Copywriter | Josh Stein |
| Art Director | Aidan McDermott |
| Art Director | Jessae Brown |
| Designer | Christina Bull |
| Designer | Sam Szerlip |
| UX | Jesse Nover |
| Digital Strategy | Daniela Lobo |
| Strategist | Marjorie Figueroa |
| Strategist | Kathleen Hartnett |
| Media Director | Shruti Tiwari |
| Social | Crystal Aria |
| Analytics | Eric Hanover |
| Account Manager | Liz Papasakelariou |
| Account Manager | David Prince |
| Account Manager | Genevieve Monty |
| Project Manager | Katherine Lee |
| Executive Producer | Mike Diaz |
| Editor | Javier Urquiza |
| Engagement Analyst | Sabina Tarraza |
| Social | Ori Gonzalez |
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