P&G's Whisper appoints wwwins Hong Kong for digital

According to the agency, wwwins will create an online identity for the feminine care product, “to strengthen Whisper’s position as a source of happiness for girls every day of the month”.  

The digital campaign’s domain will be found at happyperiod.net and focuses on audiences’ use of social media, encourages girls to create lists of their favourite links and encourage their friends to join the community and interact with Whisper as a brand.

“The challenge for Whisper was to capture a large share of the time young girls spend online.  We did this by fitting in with their existing online behaviour, and rewarding them for engaging with Whisper, instead of interrupting their online journeys. In this regard, Whisper becomes a facilitator, and part of the community,” said MD of wwwins Hong Kong Chris Ryan in a release.  

The win additionally extends  the relationship between wwwins and P&G. Last month, the agency was charged with co-managing the search engine optimisation duties for P&G’s fashion brand Anna Sui in Hong Kong, mainland China and Taiwan.