Libresse

The objective

Turning a taboo into a talking point

Periods remain a taboo topic, particularly among younger audiences, and Libresse wanted to change that. As a leading international feminine hygiene brand owned by Essity, Libresse set out to educate young women by breaking menstrual taboos, removing shame, and normalizing conversations around periods.

The goal was to do this in an authentic and engaging way that demonstrated real understanding of women’s needs, reinforced Libresse as a trusted ally, and showed that the brand not only understands periods but actively supports women through every stage of their cycle with products designed to meet those needs.

The solution

Education, but make it scroll-stopping

To bring this mission to life, Libresse launched its “Never Just a Period” campaign on TikTok, designed to break menstrual taboos, educate audiences, and build strong message association around openness and empowerment.

The brand leaned into TikTok’s creative ecosystem by combining global brand content with locally relevant creator-led storytelling. A diverse mix of formats including In-Feed Ads and TopView Ads helped the campaign feel native and relatable, including humorous takes, informative content, product demonstrations, tips and tricks, taboo-breaking narratives, and interactive storytelling.

The campaign ran for just over a month and targeted women aged 18–44 across multiple Nordic markets and followed it up with conducting a Brand Lift Study across the Nordics, assessing incremental lift in key brand KPIs such as ad recall and purchase intent.

The results

When openess pays off

By leaning into TikTok’s creative-first solutions, Libresse successfully reshaped consumer perception and delivered measurable brand impact across all four markets.The campaign drove exceptional ad recall, with all markets achieving relative lift above +50%:

• Sweden: +54% relative ad recall lift

• Finland: +67% relative ad recall lift

• Denmark: +56% relative ad recall lift

• Norway: +113% relative ad recall lift

The creatives consistently captured attention while maintaining clear and early branding, ensuring strong association with Libresse and boosting overall brand awareness. This shows that introducing brand messaging early—and reinforcing it throughout TikTok-native content—helps brands stay top of mind.In Sweden, the campaign also achieved a +19% relative lift in purchase intent—a particularly strong result for one of the hardest KPIs to shift, and especially impressive given Libresse’s already strong baseline as a category leader.