Women's intimate health brand Gino-Canesten sought to launch its the Ïntensivão da PPK" campaign on TikTok to encourage open conversations and help women understand how to take care of their intimate hygiene. Gino-Canesten sought to spread its message and increase its TikTok follower base by building a virtual school to educate women about intimate health and clarify common doubts among women.
Gino-Canesten launched the campaign with TikTok’s highly impactful, first screen ad property, TopView, to educate a mass audience. With 100% share of voice and a sound-on format, the brand communicated its key messages with popular TikTok creators and directed the community to its Business Account (profile page) with a “Know More” CTA.
After generating mass awareness with TopView, the brand used In-feed Ads to further engage with its core female audience above 18 years. Designed to appear strategically in the For You feed, In-Feed Ads give users a full-screen, sound-on experience that blends naturally with users' favorite content. In Gino-Canesten's case, the brand captured the community’s attention with thoughtfully curated testimonials leading them to the its Business Account page. Once there, the audience was exposed to a plethora of creators and experts educating them on the various aspects of intimate health and encouraging them to have open conversations.
The Gino-Canesten campaign generated incredible results and a positive impact on the attitude of female users of the platform. A Brand Lift Study survey recorded a 5.2% spike in the positive attitude of female users concerning taboos related to intimate health. The TopView and In-Feed Ads surpassed all benchmarks, garnering more than 40 million impressions with an engagement rate of 21.6%. The brand also achieved its parallel objective of gaining 175K+ loyal followers on its Business Account.