Turning ‘shame 😳’
to ‘shake it 💃’!
Insight: Fungi isn’t fun. It’s embarrassing AND icky– A secret ‘itch’ to keep under wraps as much as possible.
Big Idea: With the #GoodbyeFungiChallenge, we face the stigma of fungal infections and say ‘hello’ to confidence with every step!
Credits: Lara Gascon, OP Moreno - Creative Director - Rina Dela Calzada, - Art Director- Natassja Velasco, Animator - Rico Rojas
Client: Bayer Pharmaceuticals, Clotrimazole Canesten®
How we scratched that ‘creative itch’
We showed them how the product works while de-stigmatizing the whole idea of the fungi… All in one 15-second TikTok.
And in just 3 days, the campaign
led to 97,594 video creations– Earning 109 MILLION impressions across the campaign.
THE CHALLENGE: Users were served with snippets of dance influencers as TopView and Brand Premium In-Feed Ads, plus a branded effect and custom music for maximum ad recall.
The Results
Over a three-day period, the #GoodbyeFungiChallenge garnered a total of 59.4 million video views. Meanwhile, the official creators-led instructional videos pushed for more entries—users could pick up the moves and waltz in, regardless of their skills.
This led to 97,594 video creations, eearning 109 million impressions across the campaign.
RICH MEDIA ADS: We also used innovative online ads like pop ups to mimic the recurring itch that won’t stop unless you click on Canesten.
INTERACTIVE BANNERS: To drive the point even further, users were encouraged to ‘scratch’ the ad to reveal discount codes for their next purchase.
Itch-free
in 360°
We also released TV commercials along with the online efforts to capture a nationwide market.
“With this challenge, they are free to dance off their itch and say #GoodbyeFungi in a fun way where people are normally embarrassed to talk about. We are happy with the results of over 59 million views and over 90,000 user-generated videos.”
Tippawan Varoonthepruksa, ASEAN Brand Lead
Canesten