As they roll out their latest campaign called, “Give Us One Period,” o.b. tampons is looking to engage with Canadian women in hopes they will switch their tampon brand. This is the first significant marketing activity for the o.b. brand in several years and in a fully integrated campaign that features a pilot program with digital vending machines, product trial, a rate and review program, social, digital and out of home media.
“o.b. is a brand with an extremely loyal following, but we need to educate non-users on the brand’s benefits,” says Christine Jew, Brand Manager, Energizer Personal Care. “Our ‘Give us one period’ campaign is designed to encourage non-users to give o.b. tampons a try.”
Located in select high traffic university campus bathrooms, Twitter-activated o.b. tampon vending machines dispense free samples to women who tweet at @ob_Canada. As the Twitter vending machines dispense o.b. tampon samples, is responsible for connecting with all users on Twitter and managing the @o.b._Canada handle. Additionally, to harness the influence of loyal brand advocates and encourage influential new users, Paradigm PR created a rate and review program with top Canadian bloggers.
Online, the ‘Give us one period’ campaign is shared through the www.giveusoneperiod.ca microsite.
Agency Behind WinningLunchCombo.ca Campaign:
Advertising – JWT
Direct Mail – 6Degrees
Media Buying – MEC
Microsite – Real Interactive
Program – Boom! Marketing
Public Relations & Social Media – Paradigm Public Relations