Studio B x P&G Dominate Essence Festival Wins

CHALLENGE

Build category normalization, awareness and brand equity for Always Discreet. Empower women with a purpose-driven brand experience that changes the face, and therefore, the stigma of bladder leaks.

SOLUTION

The “Proud of My Body” Health Hub. 1 in 2 black women experience incontinence and postpartum leaks, but none of us talk about it. Our experience strategy and activation experience empowered women through community, positive body image and bold, inclusive interactive elements for all women to feel connected and proud. From Empowerment Ribbons and our ‘Give One, Get One’ Compliment Wall to product education, we set out to normalize and debunk the negative stereotypes around bladder leaks.

IMPACT

• WINNER Essence Editor’s Choice Awards, Health Hub Award, Lifestyle Legend Category

• Maximized reach and exceeded all program success criteria

• Exceeded data and email acquisition goal by 2.5x

• Increased positive brand social engagement

• Positive sales lift via coupon strategy

• Delivered foundational consumer insights via custom survey design and sweepstakes