The SCA owned feminine hygiene brand is looking to engage with the younger generation of women by tapping into the popularity of talent contests such as The X Factor and Britain’s Got Talent.
The brand, which is currently the second largest feminine hygiene brand in the UK with a 15% market share, hopes to boost its position and take share from Procter & Gamble’s market leading brand Always.
The brand will launch a two-month long interactive Facebook campaign, created by Haygarth, called “Release your Whoah – Be the next voice of Bodyform” on 28 February.
Consumers can submit a rendition of the classic “Whoah Bodyform” tune, made famous in the 80s and 90s, which the public will then vote on.
The 10 most popular entries on Facebook will go on to be judged by the Bodyform panel, which includes Stevie Vann Lange – the original voice of Whoah Bodyform.
The winner will feature in the brand’s radio advertising campaign in the summer and win a session in a professional recording studio.
Martin Hodson, Bodyform marketing director, says the brand hopes that the Facebook campaign will “go viral” adding that there are already a host of consumers spontaneously posting renditions of the advertising slogan on YouTube.
“If people are doing it spontaneously, let’s give them a nudge by bringing it back to our advertising using modern tools,” he says.
The Facebook campaign will be supported by online ads, a Spotify campaign and PR and sampling activity to drive awareness of the talent competition.
Bodyform has also partnered with The Eve Appeal and will donate £1 to the ovarian cancer charity for each Facebook entry and vote.