LADBIBLE GROUP X TAMPAX

Senior Graphic Designer

***WON Best Use of Social at Digiday’s 2021 Awards.

Increased Tampax sales by 9%

Women-focused social publisher Tyla, part of LADbible Group, partnered with Tampax to produce a social campaign designed to ease tampon fears among young people — particularly those aged 16–24 — and bust common tampon myths that discourage that demographic from using them. The campaign was born from Tyla research that found 59% of readers struggled using tampons despite the enclosed instructions, while 39% admitted to not reading the instructions at all. The brands partnered with TV personality Scarlett Moffatt to create a social video that depicted Moffatt transforming the Tampax instruction manual into a relatable comic strip.

While the social campaign highlighted an issue and featured a celebrity (Moffatt) that Tyla’s target audience related to, creating multiple types of creative for the video helped the brand drive performance. Tyla initially launched a research poll and Instagram Stories quiz to decide what tampon myths its audience wanted the brand to bust. Tyla then created three IGTV videos that documented Moffatt’s journey to bust myths and create a comic strip version of tampon instructions. The social campaign reached 5 million people; 70% of those who saw the campaign reported they felt more positive about Tampax as a result, while 26% said they purchased or planned to buy Tampax after watching.