Think Outside The Box
Your first time trying tampons is well scary. I was briefed to tackle the fear and misinformation head on, reassuring people new to tampons that they can fit comfortably in their lives.
I surveyed the Tyla audience and found a massive 59% struggled to get their head around using tampons the first time they opened a box – despite the enclosed instructions. 39% admitted to not even reading the instructions at all. And of those that did, only 3% found them reassuring.
Which got me thinking – tampon instructions were more like a flat pack furniture manual than a friendly, informative guide. What if they weren’t written by medical copywriters, but by people our audience could actually relate to?
I was asked to deliver a small branded content campaign and flipped it into fundamentally evolving a P&G product – transforming Tampax instructions from science textbook into more a helpful comic strip that young people would actually want to read.
We created video content mapping their creation, with the relatable Scarlett Moffatt as the face of our campaign and illustrator Asa Ariyoshi bringing the new instructions to life.
Episode 1 - the research behind the new instructions:
Tampax loved our influencer choice of Scarlett Moffatt so much that they made her their brand ambassador across all future campaigns.
Episode 2 - the making of the new instructions:
Episode 3 - the reveal:
The new instructions were put into the hands of our audience via Instagram, the Tampax website and limited edition hard copies. Tampax are even planning to implement QR codes on future product that link to our instructions!
Our audience loved it...
An all-female crew directed by me!
Creative: Eveline Johnson
Director: Eveline Johnson
Creative Director: Ollie Williams
Strategy: Eveline Johnson
Creative Producer: Charlotte Morrin
Producers: Emily Duffield, Joanna Gutscher
Group Head: Hannah Kendall
Account Director: Laura Meares
Account Manager: Helen McManamon
DOP: Tansy Simpson
1st AD: Elle Lotherington
Runner: Rosie Percival
Talent: Scarlett Moffatt, Asa Ariyoshi, Dr Brooke Vandermolen
Edit, Design & Animation: Benedicte Berg, Patrick D'Arcy, Roberto Sommella, Lexi Lewis, Nikki Chadwick, Mischa Murray-King