SITUATION

AZO sought to create awareness
of a new feminine probiotic SKU

STRATEGY

Normalize women’s vaginal health
issues through education

CONSUMER MOTIVATOR

A desire for truthful and straight-forward brands.

CULTURAL LANDSCAPE

Female empowerment

BRAND
ATTRIBUTE

Women's
health
crusader

CAMPAIGN

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.

RESULTS

  • 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
    and caring.

     

  • Native content engagement indexed 80% above benchmark‚Äč
     

  • Social content ad recall exceeded benchmarks by 12%

RELATED PROJECTS

WATTS_ALBA_1564_V2.jpg

Demonstrating how small choices help support our health.

CULTURELLE PROBIOTICS

DSC_1398.jpg

Using mixologists to lead the discovery of Pisco.

PISCO CHILE

  • Facebook - Black Circle
  • LinkedIn - Black Circle
  • Instagram - Black Circle

© 2019 The Thomas Collective