For women whose lives are anything but regular
Orchestrate a fun product launch in a ‘poopy’ category
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
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.
“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