How we went ultra-mode for the launch event of MyLady’s product
COMMUNICATION CHALLENGE
MyLady is the leading local brand for sanitary towels in Iran. The brand faces tough challenges from premium international brands such as Always. However, both competitors face cultural challenges — not least within Iran. Iranian consumers have come to see Always as leading the way with technology — with the introduction of MyLady Ultra, that gap has closed.
Our first challenge was to put on an event that is innovative in its experience. Our more pressing challenge would be to make this first opportunity to work with Zarrin an ultra experience for us.
COMMUNICATION SOLUTION
We worked with fifteen select social media influencers representing the consumer base of MyLady. Our influencers have a following of between 70k to 1.1m, helping the event achieve around 4.7m impressions. In short, our solution provided ultra experiences for them to enjoy and share with their audiences.
Our eight ultra event experiences:
1. Ultra Invitation
2. Ultra Greetings
3. Ultra Imagination
4. Ultra Café
5. Ultra Mood
6. Ultra Reveal
7. Ultra Test
8. Ultra Gathering
Event experiences in Iran that go beyond expectation
We began our interactions with the influencers with an ultra-experience — entertaining their chauffeured journey with an unboxing experience. Our influencers shared their amazement as they read their invite and revealed the contents.
Innovative event design and management in Iran
We used branded velvet drapes across the event to represent the ultra-thinness and softness of the product while providing an immersive experience. The drapes outside the event would blow in the wind, giving a sense of the product benefit. In the Ultra Imagination room, we used silk drapes to project videos to help accentuate the experience further.
Unforgettable event videography and production in Iran
We chose to prove the technological equivalence to the product of our international competitor by presenting a history of sanitary towels. Each video followed the style of MyLady Ultra, both visually and with the experience display method.
Live music experiences at events in Iran
We filled a five-meter high room with glowing silk drapes and the sound of a hang drum, a cello, a flute, and a female vocalist. Our influencers featured this immersive experience in most of the over fifteen Instagram stories.
COMMUNICATION RESULT
If describing ultra is about something being above and beyond, then our launch event for MyLady achieved that exactly. The experiences of our influencers prove this, not only by their genuine engagement but by the additional effort in presenting the event. Our client quickly noticed that more content was created and engaged with than was initially planned.

You can find the supporting materials, including videos, documents, and images in the link below:
https://www.dropbox.com/sh/h5crbjtldz5ftdi/AADmv8TvveUA9q1-OFF2rqgha?dl=0