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o.b. tampons is confident that women will become loyal customers after trying its feminine products. To this end, the brand has launched a campaign aimed at encouraging Gen Z to try one of the few non-applicator tampons available.
The o.b. campaign stars Canadian influencers like Spencer Barbosa, the Caleon Twins, and Sam Doll in a summer brand ambassadorship. They are creating videos and posts showcasing the effectiveness of o.b. tampons, including unboxings, product integrations, and candid reviews. Additionally, the campaign features the engaging o.b. wine bottle challenge, where influencers highlight the small yet powerful nature of o.b. tampons.
“In the tampon category, consumers are not actively researching what to buy next. Couple that with a general reluctance to try an unfamiliar format and product trial for o.b. can be a hurdle,” says Shirley Chanyi, Marketing Consultant, Edgewell Personal Care. “Our strategy is to tackle the awareness gap and motivate product trial with high impact education that speaks to our target audience in a relevant and relatable way.”
The campaign aims to engage the target audience and encourage trials by featuring a consumer contest with five $1,000 cash prizes, alongside a sampling initiative that offers thousands of free packs of o.b. Additionally, a how-to video is available on the brand website and YouTube, educating users on unwrapping and preparing the non-applicator tampon for optimal comfort and protection. This initiative is enhanced by a TikTok takeover, influencer whitelisting, and digital media support.
The campaign was developed leverages public relations, influencer relations, product sampling, consumer contest, video, and influencer whitelisting. In addition the campaign was a TikTok takeover and paid media support.
Who's behind BACARDÍ & Camila Cabello collaboration?
- Agencies -
- Brand - o.b. tampons (Edgewell Personal Care)
(click on the link to view the agency's Vendor Directory listing)
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