The Objective
Tampax Italia is a leading provider of feminine care and period products, with its merchandise available in more than 100 countries around the world. To educate TikTok Italy’s female audience and debunk some common myths around tampons, Tampax Italia came to TikTok for an awareness campaign aimed at answering questions about the world of tampons.
The Solution
Partnering with popular Italian creator Silvia Buratto , Tampax Italia embarked on an awareness campaign titled ‘IMPOSSIBLE’, in which they broke down the most common fears and doubts about the use of tampons. Leveraging one of TikTok’s ad solutions, TopView, the brand broadcast its message to users as soon as they opened the app – full screen and sound-on for a truly immersive experience.
To further amplify their message, Tampax Italia launched an In-Feed Auction Ad campaign too, rotating many different videos throughout the campaign for extra exposure and brand recall.
The Results
The Tampax IMPOSSIBLE campaign performed incredibly well, all while fulfilling the campaign budget in the most efficient way possible – with no duplicates across the audience. Generating an impressive total impression count of more than 34.6 million, the ads reached a huge, targeted audience, securing the brand valuable exposure for their important message. A strong engagement rate of 17.75% showed a genuine interest from the Italian TikTok community, and helped Tampax Italia comfortably achieve their objectives.
