Agency: PG One/ Starcom
With our in-house Data, Intelligence and Planning team, we learnt 59% of Tyla’s audience struggled using tampons – despite the enclosed instructions. 39% admitted to not reading the instructions at all. And of those that did, only 3% found them reassuring.
We had to rewrite the small-print. With comforting advice and playful illustrations, we created an accessible social campaign and printed a new, less ‘flat-pack’ instruction manual that made tampons relevant again. Working with audience favourite Scarlett Moffatt, we showed her journey to transform the Tampax instruction manual using social video – taking the instructions from science textbook to more of a relatable comic strip young people would actually want to read.
And it worked.
Across the month, the campaign reached five million people with +40,000 engagements. 70% of people who saw our campaign said they felt more positive about Tampax as a result, and 55% now agreed that Tampax are easy to use. Almost a third even said they had bought or were planning to buy Tampax after watching.