#realtalk with Charmee
We provided teenage girls in the Philippines with a safe space to share the realities of being a teen because we believed that all feelings are valid and should be acknowledged, celebrated and championed.
Breaking out of the brand’s traditional marketing mix to cut through strong competition in the feminine care category by increasing relevance and resonance among teenage girls
Leverage digitally native, always on teen girls through social media platforms they already love for meaningful engagement
We created #realtalkwithCharmee an ownable position which empowers female teens to speak up about the experiences and challenges of growing up. Led by a creator council, the program was activated on Tik Tok, Facebook, and Instagram and featured user generated content from more than 177K participants.