Clearblue: Confirming fertility facts on TikTok   

Clearblue, a digital pregnancy test, collaborated with professionals for its TikTok campaign to encourage online conversation surrounding pregnancy.

Executive Summary

Objective

Clearblue's Digital Pregnancy Test is the only test that counts down to the result, providing an answer in WORDS—eliminating the need to interpret lines during an emotional time. As the forefront of innovation in the pregnancy and ovulation testing category, recent higher emphasis on social media versus traditional media allowed us to identify an opportunity for Clearblue to expand the brand's approach. Particularly among our Gen Z target audience, TikTok presented the best opportunity for increasing top of mind awareness by making memorable and proactive impressions NOW versus when they decide to get pregnant.

Influence

This...

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