Making the world comfortable with the word vulva.

THE STATUS QUO

Luna Daily is a new-to-market microbiome body care brand designed to be sensitive enough to use on all your skin, including the vulva.

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THE AMBITION

Raise awareness of the brand and of their mission to get the world comfortable with the word vulva.

THE CAMPAIGN

We found that women are more comfortable talking about how much money they earn and their sex life than they are their vulva, so used the principles of exposure therapy to break patterns of fear and avoidance around the word Vulva.

First, we put the word out - loud and proud - in the wild a and on social feeds exposing the audience to the word in an attention grabbing way - we even projected it guerilla style onto London’s very phallic Tate Modern.

All of these activations led to the free VULVA THERAPY HOTLINE, a tongue-in-cheek audio short course drawing from real exposure therapy techniques.

THE CHANNELS

OOH, audio, social, influencer, press

THE RESULTS

137% Increase in brand engagement on campaign launch day

92% Campaign effectiveness in neuromarketing research

35% Increase in search of 'vulva' on campaign launch day in the UK

30% Increase in Luna Daily's social following in 3 days

+750K Organic social impressions in 5 days

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