experience
COMMUNICATION CHALLENGE
MyLady is the leading local brand for sanitary towels. The brand faces tough challenges from premium international brands such as Always. However, both competitors face cultural challenges — not least within. Experience plays a key role, and for improved experiences of this natural occurrence, technology has helped. Iranian consumers have come to see Always as leading the way with technology — with the introduction of MyLady Ultra, that gap has closed.
Going ultra with a launch event
The team at Zarrin Roya, the holding company of the brand MyLady, chose Zigma8 to help them capitalize on recent favorable shifts in the market and share a fresh experience. For Zarrin, MyLady is a flagship brand, and for MyLady, its Ultra product is a proud achievement, presenting a challenge that is greater still. Our first challenge was to put on an event that is innovative in its experience. Our more pressing challenge would be to make this first opportunity to work with Zarrin an ultra Zigma8 experience.
COMMUNICATION SOLUTION
We settled on a strategy that would share experiences of experiences to help us reach a critical mass while channeling the correct message for such a sensitive product. To achieve this, we worked with fifteen select social media influencers representing the consumer base of MyLady. Our influencers have a following of between 70k to 1.1m, helping the event achieve around 4.7m impressions. In short, our solution provided ultra experiences for them to enjoy and share with their audiences.
Our eight
ultra event
:experiences
- Ultra Invitation
- Ultra Greetings
- Ultra Imagination
- Ultra Café
- Ultra Mood
- Ultra Reveal
- Ultra Test
- Ultra Gathering
Ultra Invitation
an invite experience
including a chauffeured
journey and a gift pack
to set the scene
Ultra Greetings
a lavish welcome with a hang drum being played to videos, creating an experience worthy of showing off
Ultra Imagination
a full-sensory experience with live cello and flute music performed beside a vocalist, to video art
Ultra Café
a refreshment experience for our influencers’ minds and bodies before more sharing
Ultra Mood
a simulated and branded experience to show how the product functions day and night
Ultra Reveal
a projected video for live sharing
Ultra Test
a proofing station set up to demonstrate the ability of MyLady Ultra sanitary towels
Ultra Gathering
a place to gather the experiencers, our influencers, for an ultra combined experience
Event experiences that go beyond expectation
We began our interactions with the influencers with an ultra-experience — entertaining their chauffeured journey with an unboxing experience. Our influencers shared their amazement as they read their invite and revealed the contents.
Innovative event design and management
We paid careful attention to the decoration of the event, choosing materials to convey the quality of the product while also providing visuals worth sharing. We used branded velvet drapes across the event to represent the ultra-thinness and softness of the product while providing an immersive experience. The drapes outside the event would blow in the wind, giving a sense of the product benefit. In the Ultra Imagination room, we used silk drapes to project videos to help accentuate the experience further.
Unforgettable event videography and production
We chose to prove the technological equivalence to the product of our international competitor by presenting a history of sanitary towels. Each video followed the style of MyLady Ultra, both visually and with the experience display method.
Live music experiences at events
We filled a five-meter high room with glowing silk drapes and the sound of a hang drum, a cello, a flute, and a female vocalist. Our influencers featured this immersive experience in most of the over fifteen Instagram stories.
COMMUNICATION RESULT
If describing ultra is about something being above and beyond, then our launch event for MyLady achieved that exactly. The experiences of our influencers prove this, not only by their genuine engagement but by the additional effort in presenting the event. Our client quickly noticed that more content was created and engaged with than was initially planned.
MyLady’s Senior Brand Operation Manager, Pantea Khosravi
told us that “working with Zigma8 was enjoyable, and the event
result was even more enjoyable — it was a unique experience”.
Negar Sharafeddin, the Head of Marketing at Zarrin, was
equally impressed, saying, “thanks for the brilliant
management of the event. We loved it, and every single
person that saw the stories”.