Nosotras – Zona V

Success Story

Through a campaign on Facebook and Instagram, the leading female care brand, Nosotras, was able to reach over 70% of their audience in Ecuador and lift ad recall by 9.4-point.

Strategic reach

Nosotras and their agency, PHD Media, partnered with Meta Authorized Sales Partner, Entravision Cisneros Interactive, to generate brand recognition for Nosotras’ Intimate Soap line. They aimed to educate women in Ecuador about their portfolio of products and the benefits of using natural ingredients.

The brand created a campaign on Facebook, Instagram and Audience Network. Entravision Cisneros Interactive helped them build a strong media plan using prior learnings based on 3 Brand Lift studies on Nosotras’ mobile-first creative, optimal coverage and frequency.

The campaign reached 2 audiences based on 2 lines of communication. The first message was “Confessions of your V-zone” for their traditional audience of women aged 18 to 39, which showcased the product’s natural ingredients and protection for female intimate hygiene. The second campaign message was created for mothers aged 30 to 55, so they can discover the benefits of the ingredients in Nosotras Intimate Soap for their daughters’ intimate care and encourage them to use it from a young age.

To communicate the portfolio of products and their characteristics, the campaign used static images, carousels and mobile videos—which Entravision Cisneros Interactive helped create—all focused on the same key message. The brand adopted automatic placements and personalization by location to be able to reach the maximum number of people and effectively communicate the key message. For this campaign, through the “Reach and Frequency” purchase type, 70% coverage of the target group and 2.8 weekly impacts on average were planned.

Cisneros helped measure the results of the Nosotras Intimate Soaps campaign on Meta, through a Brand Lift study on ad recall and attribute rating.