CASE STUDY: Launching a new Feminine Care Brand to Millennials

Provided by The Fourth Angel
Worship Thy Woo Woo

What was the Challenge / Background of the Campaign?

Woo Woo, is a new health and beauty brand for "care down there" including hair removal, vaginal moisturisers and condoms. Targeting the Love Island audience, we consulted from the get go - from brand strategy, messaging, website layout, packaging design and copy input to all PR and marketing comms. Some of the Woo Woo range was controversial including with lightening and tightening creams. So we rode that tiger and put feminist angle on such issues into reverse thrust.

What was the Campaign Objective?

Launch the brand with an almighty bang and put sales on steroids.

What was the Solution?

We kicked off with a celebrity packed launch party at the elite Soho venue, The Box. We secured Love Islander Megan Barton Hanson as a brand ambassador to launch a "Worship your Woo Woo" campaign to encourage women to respect and look after themselves and be proud to ask for what they want. From consumer research, product placement and influencer partnerships to interviews with Megan, an Instagram live chat with Superdrug and Megan, plus sexual health advisor's video top tips, this was a no stone unturned launch campaign.

What were the Results?

We secured over 120 pieces of coverage across national print and online and consumer magazines and websites. The launch party led to 1,115% growth on Woo Woo's Instagram channel. Most importantly, all activity led to spikes in sales on the from their web site, Amazon and in Superdrug.

What were the Key Learnings of this Campaign?

We knew it was a controversial brand, but our media training and FAQs put the founder and Megan in the perfect place to tackle any difficult media or social media questions. In fact Megan did a lot of the work for us herself and we saw a spike in sales off the back of her Instagram war with one hater. All of this advance work enabled us to turn negative comments and articles into positive and really drive debate around this new brand and ultimately drive sales. Finding the right ambassador/influencer is key, when there is a perfect match, the sales will soar.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
16 - 24
25 - 34
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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