Lil-Lets: Reusable Tampon Applicator Launch Campaign

A campaign to launch the Lil-Lets Reusable Tampon Applicator, driving awareness and conversion among current applicator tampon users.

To switch current applicator tampon users to a Lil-Lets Reusable Tampon Applicator.

Phase 1: Brand Awareness - generating awareness and clicks through to the landing page

Phase 2: Conversion - generating sales and gaining long-term, non-applicator shoppers

Landing page copy

Copy and assets for an ad campaign to be launched across paid social, Google ads and on the Cosmopolitan UK website

The “286 Reasons to Reuse” campaign was developed around the compelling statistic that by using the reusable applicator, one person could save on average 286 plastic applicators per year. The 'reasons' acted as a mechanism, enabling us to highlight the key benefits of the product. This included product-centred messages such as "comfortable", "BPA free" and "easy to clean", and planet-centred messages such as "you could save hundreds of pieces of period plastic with one simple swap".

Combined, these messages built a compelling case for the consumer to adopt the product.

Phase 1 (brand awareness) ran across 5 weeks and delivered the following results

Impressions equal to 225% of the campaign target

Over 150% more than the target for campaign clicks

A CTR 22% higher than the calculated benchmark