AZO sought to create awareness
of a new feminine probiotic SKU
Normalize women’s vaginal health
issues through education
A desire for truthful and straight-forward brands.
Positioning AZO as a women’s health advocate, the brand drove
digital conversations around vaginal health by sharing fact-based education on topics usually shrouded in secrecy and misinformation.
The campaign provided consumers with the information
they needed to confidently own their health choices.
During the campaign sales grew 13 percentage points compared to prior period.
Results saw significant lifts in brand awareness (15%), brand favorability (18%) and purchase intent (12.5%), exceeding benchmarks by 400%, 800% and 550% respectively, with consumers reporting they found
the brand to be smart, knowledgeable, approachable
Native content engagement indexed 80% above benchmark
Social content ad recall exceeded benchmarks by 12%