The challenge
Underwear brand DIM launched the innovative and accessible DIM Protect period panties in May 2021. A fairly new product that’s good for the planet, made accessible and easy to find/buy to many by DIM. Because of its novelty, the product needed a lot of awareness and had to be launched within a clear frame and with the right tools to make sure we raised interest but also informed the large target audience correctly and completely. Besides the awareness for the product, we also wanted to work on breaking the taboo around menstruation and presenting DIM as the first big commercial brand in Belgium to introduce menstruation underwear to all layers of society.
The work
Awareness and education were key in this launch. MMBSY set out a three waved PR campaign, including a large-scaled PR poll of which we communicated results in the first press release, a large lifestyle press and influencer seeding with custom made boxes including a pair of DIM Protect period panties and goodies to use and enjoy (face mask, cookies, bath bomb…) during their periods and vibrant, upbeat videos made by ambassadors to create a social media buzz. In 2022, we continue working on awareness and education for DIM Protect.
The results
The results were tremendous and many journalists tested, reviewed and approved DIM Protect. The launch received coverage in media titles such as Flair, Knack Weekend, Marie Claire, ELLE, Libelle, GAEL, Het Nieuwsblad, De Standaard, Gazet van Antwerpen…
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- Total reach: 38.285.859
- Total PR value: € 372.563
- Number of publications: 22
- Number of seeded press and influencers: 30
