Feel good and confident day and night—that’s the idea behind Always. We were looking for influencers who could inspire women to feel confident and, at the same time, share the word about a competition to win a year’s worth of Always products or a trip.

Promoting intimate hygiene products can be a bit of a challenge for visual Instagram communication. Understanding this, we looked for ways to make the Always brand visible. We found a solution—we created special gift boxes that featured Always products and props related to the campaign. A bracelet for active leisure and a sleep mask for quality rest with the Always logo became perfectly usable attributes in influencers’ content.

Influencers invited their audience to talk about menstruation and the times when women want to curl up in a ball, do nothing, and their confidence wavers. Always knows this feeling and is there to help you love yourself every day of the month.

The cherry on top of the campaign was the competition. Consumers could win a year’s supply of Always products or a gift voucher from a travel agency when buying any Always products.

Aesthetics, relevance, and education were combined in the content created by the influencers. The campaign’s main message reached more than 50,000 Instagram users, and the Always brand was highly visible throughout the communication, even without the product itself at the forefront.