Destigmatizing Vaginal Health Through OTT and Out-of-Home Placements
The Challenge
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.
Through our partnership with Tinuiti, we brought ‘Big Vagina Energy’ to the masses during Women’s History Month 2022. Despite being relatively new to the OLLY business, Tinuiti brought innovative ideas and a unique approach to this campaign that showed us that they truly understood our target market and OLLY’s values.
Emily Zwerner
Sr. Marketing Director, OLLY
Our Results
+134%
impressions MoM
+4.4
lift in overall brand awareness
+10.4
target audience awareness lift
+300%
pageviews on Amazon post campaign
+25%
sales increase
*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.’
The media mix included wide-reach OTT activations such as Amazon Fire TV and Hulu, Audio spots with Stitcher/Pandora and Spotify, Digital Out-of-Home (DOOH) placements, YouTube, custom content through partnerships with Healthline and Bustle, such as sponsored editorials and an interactive quiz, and even flashy High-Impact Display activations through Big Happy.
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.
Almost immediately after launch, the campaign garnered buzz for its unorthodox messaging and overall approach to speaking about women’s wellness. This translated into a large increase in site traffic, as well as brand lift noted across all partner studies—target audiences associated uniqueness and making a positive contribution to society with the OLLY brand and the campaign overall.
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