Young girls rave about DM9/Digit’s crazy sanitary pad demo using dogs for Modess Philippines

What do you do when you want to prove to the world that your sanitary pad is superior in absorption over your competition? Use dogs. DM9Jayme Syfu’s digital arm DIGIT did just that and netizens’ feedback has been tremendous.

Modess, the Philippine’s leading brand in sanitary pads, wanted to come out with a product demonstration that would prove superior absorption.

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“Teen girls are usually scared to be active at the height of their period. The biggest reason for this is their lack of confidence with their sanitary pad’s absorption. Because for them, movement equals leaks. With Modess’ raised instacapture center, we wanted to assure them otherwise”, explains Rommell Narvaez, Modess Marketing Director.

With this in mind, the team started to create demos of extreme movement that would really put the sanitary pad to a test. Merlee Jayme, DM9/Digit Chief Creative Officer and the lead creative for the project shared, “The secret behind a great demo is believability. If consumers smell anything simulated and fake, they won’t spend their precious time watching it. So, the product has to be true to its claim and then the real fun is entirely up to us to create.”

The need to use extreme movements that would really put the sanitary pads to the test was already a given. But to get the message across and stand out in a crowded medium like Facebook and YouTube, there was a need to do something unexpected and never been done before. 

To show ultimate movement, the naughtiest talents were used – dogs, and this created the cutest and most epic sanitary pad demo that proved Modess’ superior absorbency even with extreme moves. The specific breed chosen for the project was the Bichon Frise for their fluffy white fur and playful disposition. The pads were attached on the dog’s backs via straps. Two cups of blue liquid were poured on the pad, before the dogs were let loose to play around the room. Professional animal handlers supervised the whole project. They made sure the dogs were safe, comfortable and were given the required time to rest in between takes.

The demo video was effective in cutting through the noise of teen targeted personal care commercials. This material resulted in an amazing 12.41% engagement rate with our target market. That’s 400% greater than the industry standard of 3%. Average view rate peaked at 92% as most viewers watched through the video until the end.

Credits:

Bea Bravo-Assistant Brand Manager for Women’s Health