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By The Drum Team | Editorial

October 26, 2012 | 2 min read

The creative director behind the runaway success of the recent Bodyform viral, Rubber Republic's Matt Golding discusses the short timescale behind its conception, the reaction that the viral has evoked and shares his views on the state of female hygiene product marketing.

Rubber Republic was briefed by Bodyform's media agency Carat with the creation of the video and given just a few days to make it come to life, explains Golding in response to a Facebook comment made by Richard on its social networking page.

Carat's communication planning manager Rachel Lake told The Drum; "Bodyform asked us if we thought that they should reply, and we thought about a few ways in which they could respond to him, and then it got to 82,000 likes and we thought that the best response would be a tongue-in-cheek video in the same vein as his comment."

This led to the commissioning of the viral specialists.

With the marketing of Lil-Lets coming under fire During a Radio 4 broadcast discussing the impact of the Bodyform viral Golding also offered his thoughts of female hygiene marketing at large “I think the work in the area we were playing in obviously there are reasons why it has to be the way it is in some ways, but I do think there is a kind of appetite for change. So we were kind of riffing on that and the client was aware of that and that online there is a different way to have that conversation.”

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Today, advances in digital technology and changing consumer behavior has created an era of unprecedented complexity and opportunity for clients. Media is now an ecosystem that includes bought, owned and earned communications. In this new era, Carat is leading and shaping the industry once again, using media in new ways to deliver business value to clients.

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