Libresse
Learn how to combine premium placements with meaningful education to drive purchase intent.
Breaking Taboos, Building Recall
Libresse used TopView and In-Feed Ads plus creator-led storytelling to educate women 18–44 across the Nordics and spark open conversations about periods, leading to ad recall lift above 50% in every market and a 19% purchase intent lift in Sweden.
- Ad recall relative lift: Sweden +54%, Finland +67%, Denmark +56%, Norway +113%.
- The campaign paired global brand content with locally relevant creator storytelling for just over a month.
- Results are from a Brand Lift Study; TikTok notes the case study is informational and past performance does not predict future performance.
The objective
Turning a taboo into a talking point
Periods remain a taboo topic, particularly among younger audiences, and Libresse wanted to change that. As a leading international feminine hygiene brand owned by Essity, Libresse set out to educate young women by breaking menstrual taboos, removing shame, and normalizing conversations around periods.
The goal was to do this in an authentic and engaging way that demonstrated real understanding of women’s needs, reinforced Libresse as a trusted ally, and showed that the brand not only understands periods but actively supports women through every stage of their cycle with products designed to meet those needs.
The solution
Education, but make it scroll-stopping
To bring this mission to life, Libresse launched its “Never Just a Period” campaign on TikTok, designed to break menstrual taboos, educate audiences, and build strong message association around openness and empowerment.
The brand leaned into TikTok’s creative ecosystem by combining global brand content with locally relevant creator-led storytelling. A diverse mix of formats including In-Feed Ads and TopView Ads helped the campaign feel native and relatable, including humorous takes, informative content, product demonstrations, tips and tricks, taboo-breaking narratives, and interactive storytelling.
The campaign ran for just over a month and targeted women aged 18–44 across multiple Nordic markets and followed it up with conducting a Brand Lift Study across the Nordics, assessing incremental lift in key brand KPIs such as ad recall and purchase intent.
The results
When openess pays off
By leaning into TikTok’s creative-first solutions, Libresse successfully reshaped consumer perception and delivered measurable brand impact across all four markets.The campaign drove exceptional ad recall, with all markets achieving relative lift above +50%:
Sweden: +54% relative ad recall lift
Finland: +67% relative ad recall lift
Denmark: +56% relative ad recall lift
Norway: +113% relative ad recall lift
The creatives consistently captured attention while maintaining clear and early branding, ensuring strong association with Libresse and boosting overall brand awareness. This shows that introducing brand messaging early—and reinforcing it throughout TikTok-native content—helps brands stay top of mind.In Sweden, the campaign also achieved a +19% relative lift in purchase intent—a particularly strong result for one of the hardest KPIs to shift, and especially impressive given Libresse’s already strong baseline as a category leader.
TikTok is a very important channel for us to reach the younger part of our target group... in an authentic and engaging way, showing that Libresse is there for them. We feel it is important to break the taboos and remove the shame connected to periods, to share our knowledge and educate about periods and the period cycle.
Your questions, answered
Business Help CenterWhat was Libresse trying to achieve?
Libresse wanted to educate women by breaking menstrual taboos, removing shame, and making period conversations more open. It also aimed to reinforce its role as a trusted ally with products designed for different stages of the cycle.
Which ad formats were used?
The campaign combined TopView and In-Feed Ads with creator-led storytelling. The creative mix included humorous videos, informative content, product demonstrations, tips, taboo-breaking narratives, and interactive storytelling.
What results did the campaign report?
Libresse reported ad recall lift above 50% in all four Nordic markets: Sweden +54%, Finland +67%, Denmark +56%, and Norway +113%. In Sweden, it also reported a +19% relative lift in purchase intent. Past performance does not guarantee future performance.