Brand launch on social media

Client –

OKLYS

Category –

The Brand

The client offers fast-acting pain relief for major types of pain—headaches, toothaches, menstrual cramps, and more.

The Task

To launch the brand’s social media presence and generate sufficient reach to inform the public of our online availability.

The Challenge

To transition the persona of “Pain” from the brand’s TV commercial into the digital environment by presenting it in a more humorous context, while simultaneously maintaining the brand’s professional integrity.

Strategy

We created two separate social media profiles—Oklys and Pain.
We transformed Pain into an influencer named Bolka Petrova (Pain Petrova), whose sole enemy is Oklys; Oklys sends her PR packages with the intent to eliminate her. She is not a typical influencer who reviews products and visits glamorous locations. Her source of entertainment is the pain she inflicts on her victims. The persona we developed is humorous and slightly comical.
We conducted a specialized photo shoot, capturing the character of Bolka Petrova in various situations to be used for social media content.
We executed a year-long campaign featuring 6 influencers associated with both profiles—Oklys and Bolka Petrova.
The content published by influencers on their platforms emphasized the pain they experience during various holidays and life events. The only solution to deal with her (Bolka Petrova) is the Oklys product.
Bolka Petrova also appeared in the form of YouTube advertisements, as well as contextual banners on several Bulgarian websites.