Tampax Partnered With Amy Schumer To Turn Question Marks Into Periods

Tampax, a brand of tampons, launched its humour-led campaign #TimeToTampax to encourage conversation around the taboo topic of menstruation in the USA.

Campaign details

Brand: TampaxAdvertiser: Procter & GambleAgency: MSL, Saatchi & Saatchi, Carat, Wunderman Thompson

Executive Summary

Influence

Tampax harnessed the power of influence, leveraging celebrity partner Amy Schumer to amplify the brand's mission, and tapping 58 influencers of diverse talent (menstrual advocates, medical professionals, general lifestyle influencers and comedians) to drive engaging education and brand love through authenticity and entertainment. Key campaign elements included: medical experts, influencer content (which resulted in higher than normal engagement), sticky assets to grab attention including shocking survey stats and an enormous Tampax Suit, nearly 20 earned media interviews (resulting...

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