transforming the (un) experience

​The Client. P&G
The Category. Fem Care
The Brand. Whisper
The Market. South Korea

The issue.  Competition generating 20x sales from eCommerce Vs Whisper

The Problem. The brand felt irrelevant to the Korean teens. It wasn’t present in the right environments and in the manner that might appeal to the Korean teens

The Solution. The human experience centered work, reimagined & recreated E-commerce Experience to create an online model for growth for Whisper in Korea

Investing Behind Experiences that Mattered 

• Korean teens & young adults are the most ‘stressed’, with the highest suicide rates in the world. This stress was further exacerbated amongst girls, esp. during periods with the pressure to be perfect and not let anything slip. This stress was further compounded because of isolation and lack of companionship they could rely on.  Because while they lived their lives online, the breadth of connections in the online world didn’t quite fill the void of depth of ‘real’ connections. These  ‘Lonely Socials’ craved real connections, conversations and belongingness to a community that could understand them, support them and with whom they could have shared experiences. And these shared experiences connoting ultimate status and comfort for the Korean teens.
• @Commerce : E commerce is a highly curated & customized experience & having to shop for pads in the same space as ‘household cleaning products’ -  as was the prevalent brand experience  - was severely offputting.  While competitors were vying for the audience’s attention with online group events, Whisper was guilty of adopting a traditional, transactional, shopping (‘un’) experience devoid of any fun aka, opportnities for co-creation. And of not fulfilling her Shopper Needs – 'Include Me. Inform Me, Reward Me. Engage Me' .

 
The communications strategy involved shifting spends to digital and creating an entire ecosystem, a 'surround sound' for a new e-commerce experience, with the ‘before’ and after’ ecommerce experience driving active conversion while also creating the type of Connections the Korean Teens were craving for.

The Result? Spanning Paid, Owned, Earned and Shared Media, the Human Centred solutions, fulfilled the craving for Connections + Curated Group Experiences + Currencies,  and engaged the Korean young adults to move to commerce for Whisper. In  collaboration with the Multi functional teams,  the work traversed a variety of ideas from suggesting Comprehensive Association Strategy, Always on Calendar of events, 360 degree Ecommerce Optimization, Driving Recurring Purchases, Leveraging Social Commerce , to owing the cycle not just the period. Brand desirability registered a positive rise for the first time in 3 years and tripled the business from ecommerce within 12 months. The approach was reapplied across all other developing markets, and called out as Best in Class Consumer Experience Design by P&G. Transforming the (un) experience at commerce helped super serve the people that the brand was designed for, and in doing so, helped grow the brand.