Regular Girl – Case Study
From Poop to PR Power
For women whose lives are anything but regular
Media Relations Agency is 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. Our successful integrated campaign proved, “Everyone wants to be a Regular Girl”.
The Challenge
Our goal was to 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!
Our Approach
Regular Girl delivers a gut feeling you can trust. We delivered our integrated marketing campaign with the same confidence.
We strategized with the client on Regular Girl’s logo and packaging design, as well as catch phrases, keywords and messages to be used across the promotional channels. As those pieces came together, our web development team created a user-friendly Regular Girl consumer website, as well as a Content Resource Portal. Through this Portal, dietitians, nutritionists and others who sign up to become Regular Girl affiliates have easy access to a fresh stream of snappy images and cleverly written, customizable content that complied with all legal and regulatory requirements. Our ambitious pre- and post-launch media campaign, supported by digital advertising and marketing, as well as a significant internet presence, introduced Regular Girl to the trade and consumers.
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. As our publicists coordinated an extensive trade and consumer PR outreach, we also 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. We created an ambitious marketing calendar, then ensured that all digital marketing elements were implemented on schedule, were working properly and that nothing was overlooked.
Services Provided
The Results
The campaign successfully introduced Regular Girl to a highly competitive, youth-driven market and helped establish the brand as a credible, relatable option for its target audience.
Through a coordinated mix of earned media, digital content, and brand storytelling, Regular Girl achieved meaningful visibility and sustained engagement. The campaign generated 97 high-profile media placements, reached 29 million impressions, and drove measurable growth in both traffic and audience building—scaling from zero to 1,800 monthly website visits and adding more than 2,000 new subscribers.
More importantly, the visibility translated into validation. Regular Girl emerged from launch with a clearly defined audience, strong brand recognition within that demographic, and a proven product-market fit. The company now has a successful product positioned squarely for this age group, supported by awareness, credibility, and an engaged customer base.
97
High Profile Placements
29M
Impressions
0 to 1.8K
Monthly Web Visits
2K+
New Subscribers
The Results
The campaign successfully introduced Regular Girl to a highly competitive, youth-driven market and helped establish the brand as a credible, relatable option for its target audience.
Through a coordinated mix of earned media, digital content, and brand storytelling, Regular Girl achieved meaningful visibility and sustained engagement. The campaign generated 97 high-profile media placements, reached 29 million impressions, and drove measurable growth in both traffic and audience building—scaling from zero to 1,800 monthly website visits and adding more than 2,000 new subscribers.
More importantly, the visibility translated into validation. Regular Girl emerged from launch with a clearly defined audience, strong brand recognition within that demographic, and a proven product-market fit. The company now has a successful product positioned squarely for this age group, supported by awareness, credibility, and an engaged customer base.
We created a lot of movement (pun intended). We designed, pitched, wrote, posted, monitored and refined. Our results included:
In 14 months, we arranged 97 media placements making 29 million impressions
GetRegularGirl.com website averaged 1,815 monthly visits.
Regular Girl’s digital advertising campaign generated 394,045 impressions with a remarkable 2.74% average click-through rate.
We wrote and posted 74 fun, informative and highly searchable blogs.
E-newsletter subscribers grew year-over-year from 137 subscribers to 2,452.
97
High Profile Placements
29M
Impressions
0 to 1.8K
Monthly Web Visits
2K+
New Subscribers
Media Relations Agency was the logical choice for this project because they have the right expertise.
There were many elements that had to work seamlessly together, from the graphics and digital technology to the content and media outreach.
Good communications and follow-through were essential.
We worked together as a well-functioning team. This was a fun product launch!
Scott Smith – Regular Girl