First stage of the project was to create a landing page.  This page would be trackable and give us the data we need to track our campaign.  On the customer side it would include a call to action to purchase product in-store as well as give the customer the ability to find the store nearest them. The store locator was equipped with a list of all 2300 stores that had the product on shelf. Additionally the page included key features, uses and technological information of the product. 

Developing a general add to increase product awareness. Maximizing product packaging to alert consumer that it exist as well as call out to the store locator.  This would be a blanketed approach.  All female population, all areas, ages between 14-65.

Second stage was a targeted approach.  Utilizing emotion to capture attention of a strategic audience.  Target audience email approx.age 14-35 and product usage for period protection.  This target age was derived from industry statistics and data researched from product surveys and market research.

Our third ad would be targeting mom.  Utilizing those unplanned sneeze or cough moments.   This would target age groups of late 20's to 50s, all moms.  This push was for post pardon incontinence.