Seventh Generation Feminine Care // TACTICAL MEDIA CAMPAIGN
How can Seventh Generation empower mindful progressive women to try their feminine care products as organic, greener alternatives to conventional options?
Image source: Seventh Generation
THE CHALLENGE
Coordinated as the Battle of the Interns Summer Project, how can Seventh Generation generate engagement around the provocative message of being transparent about the ingredients used in their feminine care products and gain early trial? Specifically, how can these efforts overcome the stigma of discussing female menstruation in public?
THE TASK
Devise a comms platform, campaign strategy, and proposed activations for a hypothetical media campaign for Seventh Generation’s feminine care line at a budget level of $5MM.
the process
In order to drive results for a full-funnel marketing campaign, our team developed the communications platform, “it’s in her blood,” to serve as our guiding principle throughout the planning process. An empowering sentiment with a double-meaning, the statement gave us the space to act as stewards in sharing healthy products that truly benefit the end user, as well as have out-of-the-box thinking fun during the ideation stage.
We expanded on defining our target audience beyond demographic data by playing connect the psychographic dots to make a story about their intertwined passions. This is a day in the life of Lily, the fictitious target persona. She is starting to feel in control of what she buys, so she’s buying natural, organic products and checking ingredients. But she often feels like her life is spinning out of control.
Just like Lily, we uncovered that 55% of women who are currently menstruating are concerned that the chemicals in sanitary protection products could affect their health. After formulating consumer and category insights, the strategic approach of the campaign focused on three themes to vitalize the comms platform and meet the media campaign goals: educate, empower, and entertain.
From here, we arrived at the big idea of a Comedy Tour Hulu Special on college campuses to drive high awareness, mimic a TV experience without the huge cost of linear CPPs, and gain early adopters with hands-on engagement with the brand’s products and values. Supporting activations were planned for display/video, audio, social, search, and programmatic channel extensions of the big idea, e.g., a sponsored Spotify playlist linking out to the comedy tour episodes would help amplify the message across a channel that’s heavily used by the target audience. The copy could read, “Spotify knows that when you’re in your feelings, you might be on your period. Periods suck, but our comedy album doesn’t.”
We even reserved budget to take advantage of agile moments and be present during culturally-relevant conversations, such as alignment with Shark Week (get it?) in July, and spontaneous fluid moments like a new song “leak”.
the outcome
Won the Battle of the Interns competition, competing against several other teams when presenting to the Seventh Generation account team at Mindshare.
With a hilarious 30-second spot featuring Seventh Generation’s brand ambassador, Maya Rudolph, we knew we had to set the campaign up from a humorous angle to squash the public awkwardness around talking about one’s “time of the month”. (Image source: Shape Magazine)
Insider Tip: Watch the Seventh Generation ‘Vajingle’ commercial with Maya Rudolph for a chuckle.
Agency: Mindshare
Team: Idrees Ally, Yami Godoy, Tabitha Korn, Caroline Krawczynski, Kate Rominger, and Daniel Rowell
Role: Media Planner, Presentation Designer