SHOWCASE THE INNER STRENGTH OF FREEDOM, THROUGH STRONG CHARACTER OF BEING A WOMAN.

Recognizing the widespread experience of menstrual cramps among Indonesian women, Caplang saw an opportunity to become the first topical analgesic brand to enter the menstrual pain relief category. We developed a digital strategy and campaign with a bold “You Go, Girl” attitude, empowering women to pursue their goals without letting period pain hold them back. Combining emotional storytelling with functional product communication, the campaign positioned Caplang as a supportive companion through every period.

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01. Painsyclopedia.
An engagement content about pain through Instastories template and feed. On this content, we will describe meticulously about types of menstrual pain. From the bearable one to the monstrous one. 

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02. When i get cramp.

Menstrual cramp is troublesome, but every women have their own way to describe the painful feeling during the cramp. So in order to build engaging engagements between users, we'll create a campaign where these girls are ought to describe the pain through Instastories. These girls, are ought to describe the pain by using stickers, emoji, or even drawings.

Why Instastories? Because Instastories is one of the social media that these girls very often consume and engage with.

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03. Girls Voice.
How do we celebrate the freedom of being a girl? By showcasing their voice on what they want to do, or how a girl they wanted to be. On this video they will articulate their voice in the form of "iFree" statement. Brand value and believe are highly highlighted in this video. This will work as a proof that iFree will not only ease their period cramp, but iFree can do beyond, which is empowering these women and set them free on becoming what they wanted to be.