CASE STUDY: How Carefree creates awareness among non-users

Background
Many Thai women feel that panty liners are unnecessary and teens are typically shy and not comfortable talking about their feminine hygiene needs. Consumers perceive Carefree as being for working women and not teens, prompting the brand to target and convert a younger group of users. 

Aim
Carefree set out to educate Thai women of the necessity of panty liners and everyday usage of the product, as well as drive trial among non-users through Carefree’s communication of 'Everyday freshness'. 

Execution
Initiative Thailand created a campaign called ‘Virus’ to create awareness among the target group. The agency then developed a horoscope application named 'Daily daisy' which lets Facebook users get predictions in the three areas of love,study and life by selecting a leaf of a Daisy flower, Carefree's symbol. 

The predictions were published on the user's Facebook news feed to encourage sharing. The application was supported by web seeding and display banner ads online. 

Result
The campaign generated over 12,000 fans within the first two weeks and reached over 30,000 fans within three months.