Prevail is one of the USA’s top producers of products for managing adult incontinence. They faced a huge issue when introducing their products to China, a country where the brand had almost zero recognition, and a culture where incontinence remains a taboo subject.
Our challenge was therefore to find a way to communicate the truths about incontinence to our audience of sufferers and care-givers in a way that would not only be acceptable, but also break through social taboos and start honest discussions amongst families across generations.
After undertaking extensive research to find the real problems that incontinence sufferers in China faced, we used their stories to produce a short film telling the story of “Dancing Granny”, an elderly women suffering from incontinence. The video was an undoubted success with over 9 million views in its first week alone (entirely organic, with no paid spend). Importantly for our client, the campaign was also a huge commercial success, increasing external direct traffic to Prevail’s recently launched e-commerce channels by an incredible 6500%, and also causing a huge spike in sales.
With almost zero recognition, and a culture where incontinence remains a taboo subject, Hill+Knowlton produced short film addressing the issue which had over 9 million views in first week.