Always #LIKEAGIRL Superbowl Takeover
2015 Silver Addy Winner
2016 Effie Finalist Shopper Marketing: Awareness, Trial, and Conversion
How could Always channel our shopper’s emotional connection with the #LIKEAGIRL video to drive purchase of pads, if she forgets the video as soon as she’s in shopper mode? With the Super Bowl as our vehicle, we translated the momentum of #LIKEAGIRL from consumer affinity to shopper action. Via retailer social media, Coupons.com, and in-store, we delivered the right #LIKEAGIRL message based on her mindset at that touchpoint. We increased brand linkage by 26% and Always’ sales tripled in the week after the game.
During the 2015 Superbowl, Always aired their original #LIKEAGIRL video that had previously gone viral. To help sell Always products, we drove home the message viewers saw during the Big Game online with social media posts, iMedia ads, and a branded homepage and brand page on Coupons.com. Then, we reminded them in-store with #LIKEAGIRL displays to further drive purchase.
ALWAYS #LIKEAGIRL GIFT WITH PURCHASE
With Back-to-School around the corner, we wanted to keep Always and Tampax products top of mind for back-to-school shopping. Continuing the #LikeAGirl mission to empower girls, we created a series of gift with purchase goodies in fun, desirable designs for girls to use in their new school year. We designed the zipper case and drawstring backpack with trendy patterns and motivational messaging to keep girls empowered to achieve their goals.
ALWAYS DISCREET DTC MAILER
Always Discreet incontinence products help women feel protected and confident. We were able to reach our targeted senior demographic with a medium they are familiar with by designing direct mail pieces.
ALWAYS DISCREET BOUTIQUE LAUNCH
In 2017, women's adult incontinence products got much sexier! To launch the new, more feminine incontinence underwear for Always Discreet Boutique, we created a sales kit, in-store displays and tools. Our goal was to introduce the new product as a confidence-boosting, beautifully-designed addition to the product category.
SALES KIT
