OLLY was looking to launch their BVE (Big Vagina Energy) campaign with a bang—pun intended. This would be a movement of unapologetic confidence for anyone in possession of a vagina, turning the dreaded “aisle of shame” (where tampons, lube, etc. lived) into an “aisle of opportunity” filled with OLLY products that would help women focus on being their best selves. The BVE campaign was a multimedia brand campaign that would position OLLY as a leader in the women’s wellness space, through cheeky messaging around female-focused products.
The Tinuiti team was tasked with bringing this campaign to life through a combination of traditional and digital media that would make a splash nationally, in order to drive brand awareness and help to eliminate the shame around taboo topics like vaginal health.
Compared to ongoing traffic
How We Did It
After brainstorming with the OLLY team and getting inspiration from the amazing creative—which included phrases like “Get Out of Your Hump Slump” and “Shame Free Self Care”—Tinuiti strategically selected a multitude of partners to help get the masses ‘Lovin’ Their Libido.’
Tinuiti recommended a mix of traditional and Digital Out-of-Home (DOOH) media, across Atlanta, Denver, San Francisco, New York, and Seattle. This six-week flight started on March 8, in conjunction with Women’s History Month, and included multiple units in high-traffic areas throughout these cities, as well as an activation outside of the Coachella Music Festival.