Feminine hygiene category has historically battled the “taboo” nature of talking about menstrual flows when marketing to their consumers. In 2015 this started to change for one leading Brand as they rebranded to help their consumers take back ownership of the topic. They began investing more in digital content on social media and Youtube. Give the new packaging, messaging and engagement, they also needed a revised focus on media expenditure. In the summer of 2015, they launched a four week pilot creative campaign via paid social and programmatic buying to figure out which platform best support their new digital presence.
In this case study you’ll learn:
- How same creative ad themes might work differently across social & display channels?
- How to pick the most effective creative ad copy?
- How to test initial marketing strategy for new channels & optimize
Tags: Facebook, Social Media, Creative theme, Ad copy, Control Test, Twitter, Programmatic display, Trading Desk