A significant number of women find tampons daunting and uncomfortable so Tampax’s campaign aimed to change this perception and make the product memorable for all the right reasons.
There is a right way to wear a tampon, but most women incorrectly insert them, resulting in pain and discomfort. Whilst Tampax comes with clear instructions, the dry language used and the diagrams displayed means many women don’t read these instructions. The campaign aimed to turn boring instructions into something else altogether, using the medium of branded content to create lively and engaging quizzes and Q&As, among other content.
By recognising that the brand's delivery of instructions needed to be changed, and by flipping the script and using social content to test new ways of delivering that same message but in a clearer and more entertaining way, the brand was able to quickly see effective results.
Tampax instructions were turned into thumb-stopping content and the campaign grew consideration and positive brand sentiment among young women. Even more importantly, it helped women feel more confident about using Tampax, and drove trials among the target audience.
Judges praised the campaign for being insightful and well executed and delivering a good set of results. They said: “It solved a problem and broke down a taboo and was a smart campaign.”
Shortlisted:
#BeBold by MediaCom for Pentland/ellesse
100 teachers, 100 passions, 100 ways to shape lives by MG OMD and Guardian News & Media for Department for Education
Bacardi x Defected by OMD UK for Bacardi
Pringles pops open a whole new world of unexpected gamer connections by Dentsu London Limited - Carat for Kellogg's | Pringles
Road Trips by Goodstuff for The AA & Secret Escapes