Building desirability for Demak'Up (Essity group) among young women, in a hyper-competitive social environment. Classic ad formats no longer capture attention: it took native, authentic content built for each platform's codes.
An awareness campaign on Meta (Instagram) and TikTok, centered on video and creators.
Partnerships with creators (Reels, TikTok) to produce authentic content that drives engagement far beyond traditional advertising.
Multiple hooks and durations (short & long) adapted to each network's codes, tested to maximize watch time.
A women 18-54 targeting sustained over two months: 5.9M impressions and 2.5M people reached to anchor the brand in everyday life.
"Jour de Chance translated our brand into the language of social media. Creator content generated an awareness and engagement that classic formats no longer delivered."
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