Taking the Trepidation out of Tampons

Client: Tampax

1 in 2 people in the UK experience periods. But widespread misinformation around periods was having a devastating effect on the physical and mental wellbeing of young women.

So, we helped the UK’s No.1 tampon brand, Tampax, dispel myths around period care to help 18–24-year-olds girls make more informed decisions when it comes to tampon use. Our audience research identified a crucial insight that despite the instructions being the most crucial piece of content for tampon users, no one reads or understands them. This insight informed our whole campaign and building on this, we turned the instructions into a beautiful, illustrated manual that women would want to read and could easily understand. Together with influencer Scarlett Moffatt, we also created a video series that spoke to our audience. So much so that consideration shot up by 5%, trials grew by 30%, sales were boosted by 9% sales, and 70% of women who saw our campaign said they felt much more positive about Tampax – all based on our key audience insights.