CASE STUDY: Here We Flo: Keeping the Planet Clean Success Story

Provided by Sky Media
Here We Flo: Keeping the Planet Clean in Life's Messiest Moments.

What was the Challenge / Background of the Campaign?

Here We Flo is a certified B-Corp and carbon neutral company, with bold business aims to tackle the messiest bodily moments in a plant-based, eco-friendly, but very cheeky, way. In 2021, Here We Flo went bold with their ambitions by entering the inaugural Sky Zero Footprint Fund with the hopes to secure £1m of media value to advertise their sustainable initiatives.

What was the Campaign Objective?

Their goal was to harness the power & reach of TV advertising for the first time to meet some bad a$$ objectives including: • Change the sanitary category forever & shift the perception of menstruation • Build brand awareness & recognition • Use their TV campaign to help get more retail distribution • Increase their period product sales • And, of course, to benefit the environment. Our Sky Zero Footprint Fund judges agreed the brand offered people a simple, sustainable swap; & that TV could be a fundamental part of the step-change the brand & the planet needed.

What was the Solution?

Here We Flo teamed up with creative agency Hatch London to bring their period drama to life. The creative idea was to playfully recreate a deliberate & unashamed parody of a Bridgerton-esque Victoria era dinner setting to promote their natural & biodegradable sanitary products. Just as Here We Flo's bright packaging & humorous messaging brings periods out from the darkness, this approach defied the traditionally humourless & unrealistic adverting in this category.

What were the Results?

Winning the Sky Zero Footprint Fund & airing its first TV ad has been transformational for challenger sanitary & sexual health brand Here We Flo: • The media value backing helped open the door to conversations with new retailers and, since winning the Footprint Fund, the brand has extended its distribution in Superdrug. • Here We Flo achieved some incredible industry recognition, with Marketing Week calling the advert "April's most effective TV ad" in 2022. • During the TV campaign, Here We Flo saw their highest-ever website engagement with site visits +1,000% YoY.

What were the Key Learnings of this Campaign?

Using a third-party research agency, BVA BDRC, an online brand uplift study was conducted to isolate the impacts of the two campaign bursts, which revealed positive brand lifts across all key metrics. • Wave 1 saw a significant 50% increase in brand awareness amongst those exposed to the TV campaign (compared to non-viewers, unexposed) - surpassing Sky Media's own linear & VOD norms. • Wave 2 saw spontaneous awareness 6x amongst Sky customers and prompted brand awareness +48% amongst the exposed.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsHouseholds with women aged 16-44.
16 - 24
25 - 34
35 - 44
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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