1 in 4 women experience bladder weakness. Due to the subject’s sensitivity, an estimated 3 in 4 of these are dissonant to traditional advertising techniques. ROAD was asked to find a PR and communications solution to grow the market with those experiencing problems but in ‘denial'.
ROAD’s research established an acceptable bridge from pelvic floor strength to bladder weakness as a way of bringing consumers closer to the TENA brand without direct advertising. An immediately effective exercise and lifestyle programme was created called ‘Corewellness’. Corewellness was used as a platform to communicate with consumers and invited them to exchange data. A subtle combination of online and social communication then introduced members to the TENA brand, based on a proper value exchange.
Launched in 18 countries, securing massive media coverage and social engagement in each, resulting in striking levels of engagement, single most effective uplift in ‘intention to buy’ and ‘sample fulfilment’ of any marketing activity to date.