She Can Sweat
Integrated Campaign / Social Media / Creative Production
BATISTE
DRY SHAMPOO
The "Girl Can Sweat" campaign by Batiste broke new ground by challenging outdated gender norms around women’s perspiration. This bold, empowering initiative celebrated sweat as a badge of honour, redefining femininity while spotlighting Batiste’s revolutionary Sweat-Activated Dry Shampoo. Through a social-first strategy and culturally resonant storytelling, the campaign turned stigma into pride, making sweating synonymous with confidence, beauty, and strength.
FMCG / INTEGRATED RETAIL / HAIR & BEAUTY
-
As Production Account & Marketing Director at AnalogFolk, I led the production of this groundbreaking campaign, managing cross-functional teams, creative direction, and execution across multiple platforms. I oversaw talent onboarding, collaboration with influencers, and the seamless integration of UGC and retail activations. Additionally, I ensured that all campaign elements aligned with the strategic objective to empower womxn and redefine beauty standards.
-
Local: Australia.
-
Client Leadership: Strategic alignment with Batiste’s marketing team.
Creative Teams: Concept development and visual storytelling.
Influencers and UGC Creators: TikTok and Instagram activations.
Retail Partners: Chemist Warehouse and other distribution channels.
Netball Australia: Collaboration on sweat-activated jerseys.
Production Team: Film directors, senior producers, and location scouts.
CAMPAIGN OBJECTIVE
To challenge deeply internalised stigma around women sweating, flipping the narrative to make sweat a source of empowerment and confidence. This campaign positioned Batiste's Sweat-Activated Dry Shampoo as the hero product, providing 24-hour freshness activated by sweat itself.
THE CONSUMER INSIGHT
Consumer insight via The World Web Index revealed that sweat is still seen as “unfeminine,” rooted in long-standing societal norms that shame women for natural bodily functions. By understanding this tension, we recognised the need to create a conversation that not only addressed this stigma but reframed sweat as a symbol of hard work, pride, and beauty.
THE CLIENT AMBITION
Batiste aimed to pioneer an authentic, groundbreaking conversation around women’s self-confidence, positioning its 24-hour Sweat-Activated Dry Shampoo as the must-have companion for active, unapologetic lifestyles.
My Strategic Approach
The campaign embraced a social-first approach to target young, active womxn and position Batiste as a progressive brand.
The Creative Concept
A satirical take on outdated 1930s conservative norms, using TikTok-native lip-syncing trends juxtaposed with unapologetically sweaty moments to dismantle the stigma.
Tactical Execution
Influencer partnerships, user-generated content (UGC), and original audio for social media channels (Instagram, TikTok, YouTube). Talent and creators showcased their real, sweaty lives in engaging, empowering ways.
Sweat Activated Sponsorship
PR
Partnerships with cultural news publishers and Netball Australia’s sweat-activated jerseys amplified the campaign, bringing the concept to life on and off social media.
Retail
A sweat-activated discount voucher at Chemist Warehouse and other major retailers further reinforced the product’s unique benefits.
Results Speak for themselves
Increased brand engagement: TikTok videos with original audio gained viral traction, filling up the #GirlCanSweat hashtag with UGC.
Sales Impact: Sweat-activated vouchers drove sales through innovative customer engagement at Chemist Warehouse and other retailers.
Cultural Conversation: The campaign earned widespread attention, with branded content featured in leading publications, generating talk-ability and brand loyalty.