AMV and Essity work collectively to give you briefs. Typically these are available in response to a brand new product, different occasions they’re born from a cultural perception.
All of AMV’s work for Essity is underpinned by knowledge, in addition to a detailed eye on conversations taking place on platforms like TikTok and X (previously Twitter). Revol is devoted, in observe, to what she describes as “radical empathy.”
“With ‘Womb Tales,’ for example, we requested the questions nobody else was asking and dug deeper into the advanced experiences folks had with their our bodies,” she asserted.
“We gleaned an enormous quantity of perception that allowed us to make folks really feel seen and understood. Being courageous is about going into darkness in addition to mild.”
It’s not simply been about female hygiene both—groundbreaking work for Tena has helped shatter stigmas round points together with male incontinence and menopause.
Retaining it recent
For Yrjölä, measuring the industrial impression of this objective is simply as vital as creating the magic within the first place, which is why Essity’s digital, advertising and marketing and insights groups work in tandem to ascertain and monitor success.
“Gross sales, market penetration and development are on the forefront of the whole lot we do too,” he stated. “We preserve our entrepreneurs accountable on enterprise metrics… and we’ve confirmed again and again that creativity, connecting with audiences, model belief and development are interlinked.”
Retaining a time-honored relationship recent is an age-old conundrum, however AMV BBDO repeatedly rotates the creatives working throughout the account to make sure sparks nonetheless fly.
“We additionally act like journalists, we’re at all times searching for the subsequent story to inform,” stated Revol.
She completed: “Meaning the work doesn’t go alongside on a geographical territory. Folks say to me: ‘Oh, OK, you’ve carried out interval blood, you’ve proven vulvas, what’s subsequent? The anus. The reply is not any—nicely, until we now have a product for that—we wish to do issues that make folks really feel understood and seen.”