Paradigm created an educational influencer campaign to reach a new Gen Z audience who doesn’t know what o.b. tampons are all about. Influencer content included an absorbency challenge, consumer contest, product sampling, how-to videos and product reviews. The campaign succeeded in motivating trial and helped build a new audience for the 60-year-old brand.
to create engaging content that highlighted the benefits of o.b. tampons. Content included unboxing videos, organic brand integrations, honest reviews and educational content. Whitelisted content leveraged influencer videos across TikTok and Instagram for broader reach and higher engagement.
Paradigm developed a microsite with a free-pack offer and a chance to win one of five $1,000 cash prizes. Influencers shared the offer with their audience by asking them to comment on a post to receive an automated direct message with a link to the contest site.
across all key performance indicators. The influencer program generated over 27 million impressions and drove over 140,000 link clicks to the brand website. More importantly, the campaign had a significant impact on brand share, driven by sales increase of o.b. Multipack and Ultra formats, the two SKUs used exclusively in this campaign.
