App enables Chinese women to take selfies with sanitary pads

Sofy selfiesIn a new campaign for a feminine hygiene brand in China, a sanitary pad can be used to create selfies.

By using an augmented reality mobile app, which can be downloaded from iTunes, and scanning the back of a Sofy “Pocket Magic” sanitary pad, women can get Sofy brand mascots Su and Fei in animated form to use as photograph decorations.

The brand is encouraging young Chinese women to share their sanitary pad-inspired selfies in social media. The agency behind the campaign, JWT, is claiming that this is the first time a sanitary pad brand has used mobile technology in this way.

“Nobody in the segment was using mobile to engage with consumers, and we saw a unique opportunity to reach out and establish a more intimate connection,” said Eugene Chew, chief digital officer at JWT Shanghai.

“Pads are something all women buy, but not something they usually take out and play with. This is probably a first for the category.”

Since the campaign launched in August, the app has been downloaded 280,000 times. Those who have downloaded it, have used it more than 10 times, according to JWT.

Meanwhile, the number of online brand mentions of Sofy has jumped 21 per cent to 5.74 million after the app launched.


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