2010 Bronze Effie Winner “Outsmart Mother Nature with Tampax”

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Tel: 212-687-3280 Fax: 212-557-9242. 2010: The ... She has learned that humor is the best way to deal with uncomfortable topics or situations. ... Online Ads.

2010 Bronze Effie Winner

“Outsmart Mother Nature with Tampax” Category: Healthcare-OTC Brand/Client: Tampax Primary Agency: Leo Burnett Chicago / Digitas Media Agency: SMG United Contributing Agencies: Arc

Strategic Challenge We know the “Femcare” category is boring. All brands talk about no leaks, better protection and product details – it’s hard to tell one brand from another because it’s all the same. Most category ads are coded with cliché imagery: flowers, white pants, short skirts and messages about feeling womanly, being carefree. Women aren’t interested in hearing about tampons – thinking about that time of the month is gross! Challenged by an aggressive competitor Tampax Pearl had grown at a double-digit pace since its launch in 2002. We owned the category standard of protection and we had a product that consumers thought was new and different in the category. Business was great … until 2007, when our closest competitor, Playtex, began to heavy up their communication and pull in new users by focusing on product innovation and making direct claims against Tampax Pearl protection. Winning consumers in a declining category Although Tampax was the category leader, it was leading a declining tampon category (3% decline per year), as women age out and switch to other period management options. Being #1 in a declining category was a scary position to be in. And, as a result, media budgets were stagnant and there was mounting pressure to “do more for less.” Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Setting a new course for growth Given this situation, it was apparent that there was a need to regain our leadership and fight back with a new strategy. We needed to differentiate ourselves from the competition and set a new course for growth. Challenge: In a low-interest, highly competitive and declining category, how do you grab the attention of consumers that are tuned out to femcare advertising and, ultimately, grow the Tampax Pearl franchise? Source: AC Nielsen All Outlet Data, 2007

Objectives Objectives: •

Brand Value (equity) – Increase emotional equity with tampon consumers and increase the equity advantage gap vs. Playtex



Volume Share – Increase volume share of Tampax Pearl YA (year ago) by 5% and vs. our closest competitor, Playtex

Brand Shift – Lure Playtex loyalists and convert them to the Tampax Pearl franchise

The Big Idea Mother Nature is a b*tch! Defined our target We set out to identify the nuances of our target: how she wants to be spoken to, her unmet needs and how to deliver on those. The “Alpha Girl,” as we fondly named her (in reference to Dan Kindlon’s book of the same title), became the lens through which everything was filtered. The Alpha Girl is the natural ringleader of her group. She’s independent and defiant. She never wants anything to slow her down … even when it’s what nature intended. Defined Key Period Insight We identified the key insight that for the Alpha Girl, periods always come at the worst possible moment. Like during vacation, at the beach or when on a hot date. No wonder she thinks periods suck! Recognized that laughter is her way to cope She has learned that humor is the best way to deal with uncomfortable topics or situations. Laughter always lightens situations, making them easier to deal with. The Alpha Girl realizes that there’s no escaping her period, so the best way to deal with some of the inconveniences of being a woman is to laugh about it!

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Bringing the Idea to Life Introducing Mother Nature….a force to be reckoned with! The Alpha Girl finds her period so irritating that she would really appreciate a target for her frustrations. She would love to take out her anger on the one responsible for ruining her favorite pair of white jeans or causing her to sit out during the swim meet! Hence, we created a character, a villain of sorts, who would serve as an opponent for girls. We positioned her as someone you couldn’t entirely hate, but rather a worthy adversary who delights in pushing buttons and getting under your skin – like a mother-in-law! And thus, Mother Nature and her “monthly gift,” a euphemism for the period, were born. We created a sharply dressed she-devil, decked out in green Chanel and high heels, who finds nothing more satisfying than interrupting our Alpha Girl during important life moments in order to present her the monthly gift. The Alpha Girl knows there is no defeating Mother Nature. She makes her presence known delivering the monthly gift month after month ... after month! However, with the proper tools, Mother Nature can be outsmarted. The Alpha Girl can depend on the superior protection of Tampax Pearl to be her tool! There is no escaping Mother Nature! We created a holistic communication plan to connect with the Alpha Girls. First, we drove mass awareness of the campaign launch with robust TV, Print and Digital media to remind her of situations where she couldn’t risk an embarrassing leak – spotlight moments. Then, we leveraged targeted influential lifestyle properties that our Alpha Girls trust for the latest trends and partnered with key magazines to develop multi-touchpoint engagement programs that aligned with content to help our girls outsmart obstacles in their lives. Finally, we leveraged in-store to remind consumers that Tampax Pearl is the tool to Outsmart Mother Nature with convincing product benefits. • Print communication established the monthly gift as a visual metaphor of the period. • TV executions brought to life the Mother Nature character and reminded girls that Mother Nature always shows up at the worst possible moment. The work further differentiated Tampax Pearl from its competitors through the use of competitive claims and side-by-side product representations. • In-store executions reminded consumers that Tampax Pearl is the tool to outsmart Mother Nature with convincing product benefits. • Online executions leveraged Mother Nature’s interruptive behavior in combination with product benefit illustrations to stay top of mind in environments when the girls were most receptive.

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Communications Touch Points TV

Packaging

Retail Experience

Spots

Product Design

POP

Branded Content

Cinema

Video

Sponsorship

Interactive

In-Store Merchandizing

Product placement

Online Ads

Radio

Web site

Sales Promotion Retailtainment

Spots

Viral video

Merchandising

Video skins/bugs

Street Teams

Program/content

Social Networking Sites

Tagging

Podcasts

Wraps

Trade/Professional

Gaming

Buzz Marketing

Newspaper - print

Mobile Phone

Ambient Media

Newspaper - digital

Other

Print

Magazine - print

OOH

Guerrilla

Sampling/Trial Consumer Involvement

Magazine – digital

Airport

WOM

Print partnership

Transit

Consumer Generated

Direct

Billboard

Mail

Place Based

Email

Viral Other

Other

PR

Trade Shows

Events

Sponsorship

Additional Marketing Components: Given that Tampax Pearl is the most premium-priced tampon in the category, coupons provided consumers with more incentive for purchase.

Reach: National

Total Media Expenditure: $10-20 million

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Results Results – The launch of the new campaign allowed Tampax Pearl to achieve all objectives! Objective #1: Brand Value (equity) – Increase emotional equity with tampon consumers and increase the equity advantage gap vs. Playtex Achieved: As a result of the Outsmart Mother Nature campaign, consumers perceive that Tampax Pearl has a higher brand value (equity). •

Equity is determined by an index of combined rational/emotional benefits and is linked to competitive differentiation on key feeling attributes.



Tampax saw a 27-point equity increase in the six-month period in which it was measured after the campaign launch, which increased the equity advantage gap vs. Playtex Tampax Pearl Equity vs. YA Tpx Pearl +27 pts

205 200 195 190 185 180 175 170 165 160

07/08 FY

1

08/09 FY

Fiscal Year

(Source: TNS EquityScan) •

This increase in equity created a 40-point gap between Tampax Pearl and our closest competitor, Playtex! 40 pt gap between Tampax Pearl and Playtex

Equity (Points)

Playtex vs. Tampax Pearl Equity in 08/09 FY 225 210 195 180 165 150 135 120 105 90 75 60 45 30 15 0

Playtex

Tampax Pearl Effie® Awards th 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Source: TNS EquityScan, 12/08 Objective #2: Volume Share – Increase volume share of Tampax Pearl YA and vs. our closest competitor, Playtex Achieved: Tampax Pearl had a 10% increase in volume share in 08/09 vs. YA exceeding our objective by 5%, while Playtex experienced a 6% decrease in volume share in 08/09 vs. YA

-6% Volume Share Decrease for 26 Playtex

Tampax Pearl & Playtex Volume Share vs. YA

+10% Volume Share Increase for Tampax Pearl 25.7

25.5

Volume Share

25

24.5

24.5 24 23.4

23.5

23

23 22.5 22 21.5

Playtex

Playtex

Tampax Pearl

07/08 FY

08/09 FY

07/08 FY

Tampax

Pearl

Source: Nielsen brand share reports Objective #3: Brand Shift – Lure Playtex loyalists and convert them to the Tampax Pearl franchise Achieved: As a result, 41.7% of Playtex’s losses went to Tampax Pearl franchise and 21.6% of Tampax Pearl’s gains came from the Playtex franchise!

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

21.6% of Tampax Pearl net gain from Playtex!

08/09 FY Net Brand Shifting 41.7% of Playtex net loss to Tampax Pearl!

30

% Net Gain/Losses

20

21.6%

10 0 '

-10 -20 -30

-41.7%

-40 -50

Playtex 08/09 FY

Tampax Pearl 08/09 FY

Source: Nielsen Household Panel Data VAPS, Nielsen Scanning Data FY08/09 Tampax also ventured away from its competitors by engaging with our consumers in spaces where she lives her life by being the first feminine care brand with a Facebook fan page. We also heightened engagement utilizing a Mother Nature YouTube channel.

Anything else going on that might have helped drive results? No other factors

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

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