Betadine’s Essential Guide To Intimate Flora
To convince our audience across several regions to use Betadine’s Feminine Wash, we turned to a hobby to showcase the science behind the product while staying away from the overdone lab coat videos.
Role
Copywriter
Brief
Our task was to utilise the lab experiments provided by our client to convince millennial women to use Betadine Feminine Wash.
A Look At The Playing Field
Looking at the published work and what we currently have to work with, we found the following
There were plenty of brands that relied on a scientist in a lab coat to explain the benefits
Published works usually contained a lab setting and scripts filled with scientific jargon
The lab experiments provided to us were incredibly detailed but were too dry for the consumer
Understanding The Problem
To convince our audience to choose our product, not only did we have to educate them but also relate to them. However,
The science route (scientists and jargon) is great for instilling confidence but falls off when trying to relate to the audience
Relating to the audience provides them with too little to make an informed decision
The lab experiments we got were incredibly specific
The Ideal Idea
From these findings, we realised our ideal solution had to accomplish the following:
Educate our audience in a way that stands out from the other works that were already out there
Feature the lab experiments so that they would showcase the benefits and why they’re important
Relate to the audience while linking it back to the lab experiments
And most importantly, maintain a balance between educational and entertaining
Our Way In
Instead of looking for insights, we tried to identify a common link between the experiments, and after hours of research, we finally found a way:
Using gardening as an analogy
We opted to use an analogy as it helps explain an abstract concept in a familiar way. And fortunately, the lab experiments could all be linked to a popular hobby at that time, gardening, which led us to the idea:
The Essential Guide To Intimate Flora
Weaving the lab experiments into a series of videos filled with gardening tips, we showed our audience how they can better care for themselves and proved how our product could help with that.
Bringing It Together
