Tampax: One sequential step at a time from tip to grip

Tampax, a tampon brand, aligned its brand with education and empowerment in the US with an influencer-driven TikTok campaign that reached over 15 million people and achieved high ad recall.

Executive Summary

Objective

Reproductive health education is more limited than you may realize. Tampax identified this lack of access to accurate information and knew we had to educate people where they already are - on social media.

But we learned that consumers have more questions about theirperiods and tampons than we even realized: where a tampon goes, female anatomy in general, how to remove and dispose of a tampon, and misconceptions about product safety.

To reach a young and more diverse audience with the informationthey're missing and need most, Tampax would speak throughTikTok.The brand...

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