Playtex

Using Social Media to Engage with the Target Audience

All women purchase feminine care products, but it’s not something they generally want to talk about. When Playtex Gentle Glide 360° tampons introduced a product redesign, Paradigm developed a social media campaign to speak directly to target consumers to break through the sensitive topic of feminine care in a fun way.

Paradigm tapped into a universal truth about young women getting their first periods: the advice and “helpful” tips they often got from mom and friends turned out to be amusingly inaccurate. So, Paradigm developed a social campaign asking women to tweet the zany advice they were given. The campaign quickly gained traction and women started sharing. The tongue-in-cheek approach helped media overcome the “ick factor” of talking about tampons. The Toronto Star wrote a period myth-busting story as a result of the Playtex Twitter campaign. The Huffington Post Canada called the tweets “entertaining” and asked readers to join the conversation. Data for the four-week period following the campaign showed a significant increase in sales.

Data for the four-week period following the campaign showed a significant increase in sales