How AMV BBDO and Essity Shaped Each Other

AMV and Essity work collectively to give you briefs. Generally these are available response to a brand new product, different instances they’re born from a cultural perception.

All of AMV’s work for Essity is underpinned by knowledge, in addition to a detailed eye on conversations occurring on platforms like TikTok and X (previously Twitter). Revol is devoted, in apply, to what she describes as “radical empathy.”

“With ‘Womb Tales,’ as an example, we requested the questions nobody else was asking and dug deeper into the complicated experiences folks had with their our bodies,” she asserted.

“We gleaned an enormous quantity of perception that allowed us to make folks really feel seen and understood. Being courageous is about going into darkness in addition to gentle.”

It’s not simply been about female hygiene both—groundbreaking work for Tena has helped shatter stigmas round points together with male incontinence and menopause.

Protecting it contemporary

For Yrjölä, measuring the industrial impression of this function is simply as vital as creating the magic within the first place, which is why Essity’s digital, advertising and marketing and insights groups work in tandem to ascertain and observe success.

“Gross sales, market penetration and development are on the forefront of every little thing we do too,” he mentioned. “We maintain our entrepreneurs accountable on enterprise metrics… and we’ve confirmed repeatedly that creativity, connecting with audiences, model belief and development are interlinked.”

Protecting a time-honored relationship contemporary is an age-old conundrum, however AMV BBDO commonly rotates the creatives working throughout the account to make sure sparks nonetheless fly.

“We additionally act like journalists, we’re at all times looking for the subsequent story to inform,” mentioned Revol.

She completed: “Meaning the work doesn’t go alongside on a geographical territory. Individuals say to me: ‘Oh, OK, you’ve finished interval blood, you’ve proven vulvas, what’s subsequent? The anus. The reply isn’t any—properly, until we’ve got a product for that—we need to do issues that make folks really feel understood and seen.”