Three products, three sensitive audiences, three sets of taboos.
Bayer, a global healthcare leader, needed to promote three distinct products - each with its own audience and its own version of "hard to talk about openly."
Gino Calm is for women's intimate health. Bepantol Derma is for tattoo aftercare. Bepantol Baby is for new parents navigating their first months. Each category has its own social cues around what is and isn't OK to discuss publicly. The brief was to build trust and awareness without dancing around the actual topics - and without making the content feel clinical.
Three product-specific creator campaigns, each in the right voice.
We ran three separate campaigns, each cast and briefed for the specific audience:
For Gino Calm, two creators produced funny, relatable Reels and Stories that addressed intimate health without awkwardness. Engagement rate landed at 14.3% - well above category benchmarks.
For Bepantol Derma, four creators built tattoo-care content that showed the product in genuine use. Engagement rate hit 16.7%.
For Bepantol Baby, four mom creators developed honest Reels with a direct WhatsApp call-to-action - encouraging parents to engage with Bayer in the place they already chat about their kids. Engagement rate of 6.2%, with parents actually messaging in.
Across all three campaigns, creators were briefed on the medical accuracy that mattered, then trusted to write in their own voice.
16.7% engagement on tattoo-care content - and 14.3% on intimate health. In categories where audiences usually scroll past brand content, they didn't.
22M reach and engagement above any healthcare benchmark.
Across the three campaigns and ten creators, Bayer reached over 22 million people in Brazil. The average engagement rate across the campaigns was 12.4% - high for the healthcare category and very high for the specific topics involved.
The high engagement on Gino Calm (14.3%) and Bepantol Derma (16.7%) is the part most often cited internally - those are the categories where audiences are most likely to scroll past polished brand content. That they didn't is the actual signal.
WhatsApp activation on Bepantol Baby drove direct two-way conversations with parents, the kind of low-funnel engagement that's hard to build through any other channel in Brazil.
All three product campaigns were delivered across 2024 with the same agency team adapting cast and brief per product.
- 14.3%
- Gino Calm ER
- 16.7%
- Bepantol Derma ER
- 6.2%
- Bepantol Baby ER