MANILA – DM9 Jayme Syfu’s digital arm, Digit and Modess turned to fluffy white dogs to prove to the world that their sanitary pad is superior in absorption over the competition.
The biggest test for any sanitary pads is for it perform during movement. To demonstrate, Digit selected two white fluffy Bichon Frise and attached Modess pads 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.
Some things need to be seen to be believed, so here’s the video of the adorable pooches.
The result? The demo was met with overwhelmingly positive feedback from teens, already raking in over 54,000 views on the Facebook page. In all, the campaign resulted in an amazing 12.41% engagement rate with the target market – that’s 400% greater than the industry standard of 3%.
Merlee Jayme, DM9/Digit Chief Creative Officer and the lead creative for the project explains that “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.”
CREDITS
Client: Modess
Agency: DM9JaymeSyfu, Manila
Production: WYD Productions
Country: Philippines
Director: Caloy Soliongco
Creative team: Merlee Cruz Jayme, Gian Nealega
Creative team: Dee Taar Reyes
Producer: Tanya Blay
