Case Study: Bodyform breaks taboos and boosts brand attention with Tangerine

Bodyform drives 3.7M social reach with Tangerine

Bodyform, a challenger brand in women's health, partnered with the vendor Tangerine to propel itself back into the spotlight. Their challenge was to generate significant brand power by continuing to break taboos and normalize conversations around women+'s health, a topic still facing media and online censorship.

Tangerine created the "Vaginas Uncensored" campaign, which reclaimed 40 censored words to directly challenge censorship. The solution leveraged PR, social media, and influencer engagement to spark a national conversation. This approach successfully put Bodyform at the centre of attention, generating widespread media coverage and achieving a social reach of 3.7 million with 122,000 campaign interactions. Tangerine's campaign also delivered exceptional engagement, with an average watch time of 10 seconds and an attentive seconds per impression rate nearly three times the industry average.

Bodyform