Poise

Help Women Laugh…

And Learn About Hard-to-Discuss Topics…


Challenge

  • One in three women has light bladder leakage (LBL), a condition so stigmatized they’re ashamed to talk to their friends about it or seek treatment. How do you engage women around such a taboo subject and empower them to seek solutions like Poise® pads and liners?  That’s the challenge MMC was given by client Kimberly Clark

Insight

  • Once women realize how many others have LBL, they are more open to talk about it, especially in a humorous context

Strategies

  • Leverage women’s openness to humor and “real talk” to encourage conversation about LBL without shame and embarrassment
    • Partner with Whoopi Goldberg to develop online videos featuring eight “Great Women in History” who had LBL…or as she called it, “spritz”
  • Spark a nationwide, pop culture-driven conversation about LBL
    • Launched Whoopi and webisode series at NYC event for media and target consumers
    • Collaborated with The View on six-minute integrated segment
    • Leveraged online videos and Oscars pre-show ad to drive additional online and traditional media coverage
  • Create a safe and fun environment for women to connect around LBL
    • At 1,000 “Ladies Who Laugh” House Party™ events, attendees created their own LBL videos inspired by the Whoopi series

Success

  • Records broken! Highest ever U.S. share and first quarter sales figures as well as a record number of sample requests (requests increased fourfold)
  • 240 million media impressions in major print, online and broadcast outlets
    • Highlights: Time.com, People.com, Perez Hilton, More.com, LHJ.com and campaign “spoof” on Saturday Night Live that delivered all brand key messages
    • Nearly 150 blog posts
  • Overwhelmingly positive response from target consumers:  An average of 11 women attended each House Party™, the Poise customer response center was flooded during the campaign

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