Empowering Women: Crushing Facts with AZO
Crushing Facts with AZO
With 75% of women believing some misinformation about yeast infections and 50% of women feel embarrassed by their vaginal issues, AZO sought to open up the conversation and to normalize women’s vaginal health issues through education by developing a video-focused digital campaign.
The topics included little-known causes of yeast infections, things you can do to avoid getting them, and vaginal issues that are normal and those that are not. The content aimed to empower women through an understanding of their health and provided consumers with the information they needed to confidently own their health choices.
Content also demonstrated solutions—including the proactive benefit of the product—for the issues that were subject of the education.
The choreographed digital campaign ran across multiple platforms, which included media in OTT, Programmatic Digital Video, Social, Native and Organic channels. With content ranging from short-form videos (:06 and :15) to long form videos (1:00), articles, infographics, influencer content and social media content (paid and organic).
The project exceeded all campaign expectations:
During the campaign sales grew 13 percentage points compared to prior period.
Results saw significant lifts in brand awareness (30%), brand favorability (65%) and purchase intent (46%), exceeding benchmarks by 560%, 1,390% and 940% respectively, with consumers reporting they found the brand to be smart, knowledgeable, approachable and caring.
Native content engagement indexed 80% above benchmark.
Social content ad recall exceeded benchmarks by 12%.
Awards:
