Bear Diaries | Protex Intimate Wash

Back in 2016, before brands were heavily involved in social content creation, we created this campaign to launch Protex Intimate Feminine Wash in Thailand - a city where the topic of feminine hygiene was a highly taboo subject.

To give our audience the courage and a platform to discuss about such an intimate topic, we enlisted one of Thailand's most loved YouTube celebrities, an animated female bear (aptly named Bear) to help us broach this touchy topic. A six episode social content series was created generating more than 5 million views were achieved with each episode.

Subsequently, conversations around this topic blew up on Line (Thailand’s most popular chat program) with Bear Diaries Line stickers being shared 61 million times.

This campaign successfully reached 1 in 3 million women in Thailand, achieving a market share of 3%.