Advertiser: KIMBERLY-CLARK, POISE
Agency: MINDSHARE WW
Category: Best Use of Special Events and Stunt/Live Advertising
Advertising campaign: POISE HOT FLASH ROAD SHOW
Associate Producer: Jeannie Evans (Mindshare Entertainment)
Executive Producer/President: David Lang (Mindshare Entertainment)
Producer: Doug Baldinger (Mindshare Entertainment)
Supervising Producer/Managing Director: Greg Manago (Mindshare Entertainment)
Media Planning Director: Joanna Tapio (Mindshare)
Strategy
After breaking barriers in the light bladder leakage category in 2011 and garnering the trust of women in the 40+ age group, Poise took advantage of its momentum and launched into new territory in 2012: Pioneering a new line of products designed for women in the pre-menopause life stage. The challenge of launching the new line was not unfamiliar to Poise: Despite a proven consumer need and revolutionary product solution, it remained an uncomfortable – and often untouched – conversation for consumers and media.Through detailed research and its own past campaign experience, Poise found that using humor to highlight the universal experiences of women in menopause was the key to creating the comfort and trust needed to have an honest and open conversation with consumers.
Effectiveness
The measurable objective of the Hot Flash Roadshow was working with the rest of the campaign to help to inspire one million women to join “The 2nd Talk” and feel comfortable seeking help with the symptoms of pre-menopause. The show, along with a 360 degree activation campaign, drove women to pledge their commitment to the idea. By World Menopause Day on October 18th, 2012, our goal was achieved. The total earned impressions of the Hot Flash Roadshow were 260 million. The business benefit was targeted consumer engagement and awareness of both the category need states and products.
Execution
The Hot Flash Roadshow was the branded entertainment centerpiece of the campaign idea, The Second Talk. As the first ever branded off-Broadway show, it put a bright spotlight on a conversation that had, until now, remained in the shadows – menopause. Through comedy, a traditionally awkward conversation was made relatable, laughable and enjoyable. The key to success was having all channels fire at the same time with the same principles that guided the development of the show. 1.Digital: All components were based on real consumer stories and insights. All content was distributed in bite-sized pieces maximize consumer engagement.2.PR/Media: The Hot Flash Roadshow stars, Sherri Shepherd and Cloris Leachman made appeared on national TV, print and digital media outlets to promote the show. All messaging promoted the on the humor of shared insights before product messaging.