March 8th – The Day When EVERYTHING is About Her

March is finally here, bringing with it two wonderful events – the arrival of spring and International Women’s Day. This month symbolizes new beginnings and the awakening of new life, and as you can probably guess, it’s also the time for our next campaign – dedicated to March 8th.

This year, we wanted to do something different, something special – to show women the appreciation they truly deserve and gift them with what they truly need. What inspired our campaign, the mechanics we chose, and the outcome – you’ll find all of that in the following lines.

Insight:
So, we, the “freaks,” gathered for yet another brainstorming session with one single mission – to figure out what women really want. We knew it would be a tricky question, but we weren’t easily scared off.

The first thought that crossed our minds was that there’s not a woman who doesn’t love refreshing her wardrobe. A stylish outfit can boost your mood faster than your morning coffee! Then we remembered something just as important – every woman wants her skin to glow and her hair to be silky soft. As we kept brainstorming, we came to another insight – women dream of having a slim and toned figure. And, of course, not to forget – the perfect manicure, because the little details make the biggest impression.

And then it hit us… Women don’t just want this or that. Women want EVERYTHING. And, in fact, they truly deserve it.

Creative:

To ensure the key visual fully reflected our insight, we chose a slogan that was clear and direct – “What do women want? Everything.” The visual presented the prizes in our campaign as different possible answers to the question “What do women want?” – more cosmetics, a new dress, a toned figure, and an elegant manicure. At the center of the visual was a woman pointing with her finger to the right answer, which was “everything,” a part of the slogan.

Mechanics:

Like every PoP campaign, in this one, customers had to spend at least 50 leva and then register their receipt at the Information Desk. After that, women had the chance to pull a ticket and find out if they won. The prizes included 8 gift boxes filled with everything women want: a gift card for Douglas, a shopping voucher for La Bonte, a monthly gym membership for Athletic Fitness, and a 50% discount on gel nails at Nail Bar Plovdiv.

Results:
The campaign ran for four days and attracted a lot of people. There were many participants, and the women were extremely happy with the experience. We received а significant amount of positive feedback on social media, confirming that the campaign was a true success.

Our campaign was successful, and the women got EVERYTHING they wanted. Keep reading our blog for more creative inspiration!