For women whose lives are anything but regular
We’re seldom asked to create an integrated marketing campaign about poop, flatulence and bloated stomachs. But when we were asked to help launch a new natural digestive product called Regular Girl, we knew we’d have a gas getting people talking about it.
Orchestrate a fun product launch in a ‘poopy’ category
We wanted to use our creative design and content talents to give Regular Girl a fun, upbeat persona. The product would be sold exclusively online, both direct to consumers and through dietitians, nutritionists and other healthcare professional affiliates. So, our web specialists needed to create simple sales and marketing platforms for both audiences. Then we’d support the launch and post-launch activities with ambitious trade and consumer PR, social media and digital marketing campaigns. There would be a lot of elements happening at once!
We moved digestive health conversations out of the bathroom
Regular Girl’s hot pink logo and package design are conversation starters, practically guaranteeing that the product will not stay hidden in purses or pockets. The slogan, “For the woman who is anything but regular” set the tone for Regular Girl’s fun and sometimes quirky persona.
As web designers created the affiliates’ Content Resource Portal as well as the consumer-facing Regular Girl website, our writers generated light-hearted yet educational blogs and articles to populate both sites and keep audiences engaged. Our publicists arranged trade and consumer PR outreach positioned well-known media-savvy dietitians, nutritionists, pharmacists and naturopaths and other healthcare providers. We sparked a lot of interest by sending product samples wrapped in hot pink netting, tied with pink ribbon.
We also created digital advertising, landing pages and e-newsletters to draw audiences to the website and into the affiliate program. Our graphic designers even carried the fun Regular Girl design theme into a unusual “poop guide” to enable women have clearer conversations with healthcare professionals about digestive health. Our web property manager created an ambitious marketing calendar, then ensured that all digital marketing elements were implemented on schedule, were working properly and that nothing was overlooked.
Results and Remarks
We created a lot of movement (pun intended). We designed, pitched, wrote, posted, monitored and refined. Our results included:
Arranged in 14 months, making 29 million impressions.
On the GetRegularGirl.com website.
From Regular Girl’s digital advertising campaign with a remarkable 2.74% average click-through rate.
Grew year-over-year from 137 subscribers to 2,452