In the late summer of 2009 Great Works Stockholm was given the task to help SCA Feminine Hygiene to bond with girls in their teens. We got to work, and now, more than a year later the bonding has begun.
SCA, Svensk Cellulosa Aktiebolag was founded back in 1929. In the early days SCA was basically a holding company for Swedish forest industry players (owning, growing and cutting down trees), but a series of acquisitions and investments has made them the world’s third largest hygiene company, making loads of tissues, diapers (baby and adults!), towels, tampons etc etc.
SCA Feminine care is one of the world’s largest makers of menstruation taker care of…ers products, with brands such as Libresse, Libra, Nana, Saba, Nuvenia and Bodyform in it’s portfolio. Being a global brand, SCA, were faced with the challenge of creating a universal platform that could connect with girls, universally – from the beaches of Mexico, to the dark forests of Sweden.
And that’s when they gave Great Works a call.
- Hey Great Works, can you help us emotionally bond with girls, globally?
- Sure, no problem, Just a sec!
To emotionally bond with young women we need to understand what they in fact are interested in. The brand strategy research identified something that all women, globally, across all markets want. They want to be confident.
But then where does confidence come from? Here’s when things started to look really interesting. We started looking at what the lives of young girls look like today and we discovered a grim reality of pressure to perform, to be thin, to wear the right clothes, to fit in. We saw loud boys getting all the attention in schools. Of girls needing to talk, needing help, but with nowhere to turn with their questions, concerns, fears and troubles.
And this is when we realized this project has a higher goal than recruiting women to our brand. There’s actually a void in young girls’ lives, where we can play an important role by supporting them through those trembling years that are their teens. A time when everything is new and when major milestones are reached almost every day. A time when these young women have the chance to build the confidence that will make them truly independent young women, free from constraints.
We were excited. Not only were we entering new territory together with the brand, but we had the chance to really make a difference for the young women that make out SCA Feminine care’s audience.
The insight was clear. We need to build confidence in girls by supporting them through their first experiences. By getting them to go for it and basically, well, try new stuff.
So we created something called Girls1st. A platform aiming to nudge girls to try on new experiences. Girls1st is not a campaign, but a long-term commitment that SCA and Great Works will build over time. But also a space where young women can grow. A platform that’ll arm them with constraint busting confidence and in the end make them more independent and perhaps a little bit…happier.
Sweden is first to roll out the initiative along with a new brand site.
Great Works is also helping SCA Feminine care on a number of digital strategic projects as well as different campaign initiatives