AMV and Essity work together to come up with briefs. Sometimes these come in response to a new product, other times they’re born from a cultural insight.
All of AMV’s work for Essity is underpinned by data, as well as a close eye on conversations happening on platforms like TikTok and X (formerly Twitter). Revol is dedicated, in practice, to what she describes as “radical empathy.”
“With ‘Womb Stories,’ for instance, we asked the questions no one else was asking and dug deeper into the complex experiences people had with their bodies,” she asserted.
“We gleaned a huge amount of insight that allowed us to make people feel seen and understood. Being brave is about going into darkness as well as light.”
It’s not just been about feminine hygiene either—groundbreaking work for Tena has helped shatter stigmas around issues including male incontinence and menopause.
Keeping it fresh
For Yrjölä, measuring the commercial impact of this purpose is just as important as creating the magic in the first place, which is why Essity’s digital, marketing and insights teams work in tandem to establish and track success.
“Sales, market penetration and growth are at the forefront of everything we do too,” he said. “We keep our marketers accountable on business metrics… and we’ve proven time and again that creativity, connecting with audiences, brand trust and growth are interlinked.”
Keeping a time-honored relationship fresh is an age-old conundrum, but AMV BBDO regularly rotates the creatives working across the account to ensure sparks still fly.
“We also act like journalists, we’re always looking out for the next story to tell,” said Revol.
She finished: “That means the work doesn’t go along on a geographical territory. People say to me: ‘Oh, OK, you’ve done period blood, you’ve shown vulvas, what’s next? The anus. The answer is no—well, unless we have a product for that—we want to do things that make people feel understood and seen.”
