Launching pantyliners in the extremely conservative South African market posed quite a challenge. How do we talk about a product designed to take care of an area that’s hardly ever mentioned, and when it is spoken about it’s usually in code or awkward pointing?
We decided we had to get people talking about, and understanding, what the product is for. The vagina.
Welcome to Vagina Varsity. A month-long, no holds-barred course to teach students everything they need to know about their vaginas, because being a vagina-haver, doesn’t make you a vagina expert. Once they signed up, the course was sent to students’ email, so they could engage with the material in private. The course consisted of video lessons and loads of extra vagina, period and product-related information. There were also weekly quizzes so learners could test their new-found knowledge, because the more you know, the less you have to fear.
We started the teaser/sign-up phase of the campaign two weeks before classes started. First, students were directed to the microsite to register. The process of registering for Vagina Varsity was simple;
1. Register for free, on http://www.vaginavarsity.co.za/with your name and email address.
2. Receive the welcome mailer detailing the course contents:
3. Get email with extra information and short video lessons delivered to your inbox for a month.
If you like Vagina Varsity check out our follow-up campaign: Unembarrass your Period:
