General information

Campaign objectives: The goal was to harness the power and reach of TV advertising for the first time to meet some objectives including:

• Change the sanitary category forever and shift the perception of menstruation
• Build brand awareness and recognition
• Use their TV campaign to help get more retail distribution
• Increase their period product sales
• And, of course, to benefit the environment.
  

Context

Here We Flo, a certified B-Corp and carbon neutral company, prioritises a plant-based, eco-friendly approach that’s as cheeky as it is effective.

In 2021, Here We Flo embarked on a journey by participating in the inaugural Sky Zero Footprint Fund. They aimed to secure £1m of media value to promote their sustainable initiatives through TV advertising for the first time. Their objectives were clear and determined: to revolutionize the sanitary category, transform perceptions around menstruation, increase brand awareness, expand retail distribution, boost period product sales, and make a positive environmental impact.

The judges of the Sky Zero Footprint Fund recognized Here We Flo’s potential to offer consumers a simple, sustainable swap. They believed that television advertising could play a pivotal role in driving the transformative change both the brand and the planet urgently needed.

Creative Minds

Once selected as a finalist in 2021, Here We Flo partnered with creative agency Hatch London to bring their unique period drama concept to life. The idea was to whimsically recreate a parody of a Victorian-era dinner setting, inspired by the aesthetics of shows like Bridgerton, all to promote their natural and biodegradable sanitary products.

Just as Here We Flo’s vibrant packaging and humorous messaging aim to bring periods out from the shadows, their campaign challenged the typically serious and unrealistic tone found in the menstrual product advertising landscape. This approach resonated with judges, who appreciated their ability to tell a compelling brand story in a concise, humorous, and memorable 30-second format, ultimately helping them secure the £1m Grand Prix prize (Cannes Lions).

Sky and COP26, a UN climate change conference, partnered in a televised conference. Their advert debuted during a special Net Zero Carbon (170’’) ad break, presented by Sky Zero, coinciding with COP26. This marked a significant milestone for Here We Flo, aligning their message with Sky’s sustainability efforts and showcasing their commitment to eco-friendly products.

Following this success, Here We Flo embarked on their first-ever solus TV campaign titled No More Period Dramas, leveraging their £1m media value. This extensive media activity unfolded in two waves between March 21, 2022, and April 10, 2023. Their humorous take on British period dramas aired across Linear, VOD, and AdSmart channels, maximizing reach and engagement.

The campaign primarily targeted households with women aged 16-44, aligning perfectly with Here We Flo’s target demographic. By challenging traditional norms and promoting eco-friendly period products, Here We Flo aimed to raise awareness and encourage consideration among consumers, fostering a deeper connection with their brand and values.

Campaign video

Results

Winning the Sky Zero Footprint Fund and airing their first TV ad has been transformational for the challenger sanitary and sexual health brand Here We Flo. They won Campaign UK’s Ad Net Zero Awards 2023 in the Health & Wellbeing category for their TV campaign Here We Flo: Keeping the Planet Clean in Life’s Messiest Moments, created by Sky Media UK and Hatch London. This media value backing opened doors to new retailer conversations, leading to extended distribution in Superdrug.

The brand achieved notable industry recognition, with Marketing Week naming their advert April’s most effective TV ad in 2022. During the campaign, Here We Flo experienced their highest-ever website engagement, with site visits increasing by 1,000% year-over-year. An online brand uplift study conducted by BVA BDRC isolated the impacts of the campaign, revealing positive brand lifts across all key metrics.

In the first wave, there was a significant 50% increase in brand awareness among those exposed to the TV campaign compared to non-viewers, surpassing Sky Media’s linear and VOD norms. The second wave showed spontaneous awareness six times higher among Sky customers and a 48% increase in prompted brand awareness among the exposed. The campaign positively impacted brand perception, with a 43% increase in agreement that ‘FLO is a leader in sustainable period care’ in wave one and a 23% increase in wave two, along with a 200% increase in agreement that ‘FLO is an empowering brand’ in wave one and a 44% increase in wave two.

Purchase consideration more than doubled, rising by 158% following exposure to the first wave of the campaign among those looking for period care products. The second wave results indicated that Sky customers exposed to the campaign were 82% more likely to consider FLO.