After six years of decline that had resulted in a drop from 1st to 3rd in market position, Whisper brought a breath of fresh air to the brand through a bold collaboration with Rap of China star, VAVA.
Young women think of Whisper as a ‘mother’s brand’ rather than one that supports their independent self-image and the challenges of an active life style out on their own.
She wants to make sure she has a pad that helps her feel free to express herself with confidence and do the things she loves even when she has her period.
To prove that our pad could keep up with even the most independent and active women, we partnered with VAVA, a young and outspoken female rapper from the hit reality program, RAP OF CHINA, to write, produce and launch a Whisper inspired music video.
The Whisper X VAVA music video achieved 250 million views, with our social content gaining another 14.5 million views. The attention we created helped increase total brand value sales vs same period year ago. Our special pack that was exclusively available on TMall sold out in less than an hour of launch despite a 30% price premium.