Objectives

Engage a mass cohort of potential consumers - with an emphasis on pregnant, post natal, pre and post menopausal – who are currently dissonant to the TENA brand, and convert them to consumers and brand advocates over time

Insight

Women recognise the link between bladder weakness and poor pelvic floor muscle control

Strategy & Tactics

Create a platform which enables women to take control of their pelvic floor muscles and improve their core muscle strength to improve bladder weakness
Engage and encourage exchange of personal data
Plan long-term engagement which rewards consumers and brings them closer to the TENA brand
Created the CoreWellness Programme – a combination of online and emails based around a unique exercise regime - the Pelvicore Technique - available from TENA as a DVD plus interactive content

Results

Launched in 18 countries, securing massive media coverage in each
Membership now at 1,000,000 members - still growing
Striking levels of engagement
‘Intention to buy’ and ‘sampling’ very high for a market previously impervious to direct marketing and advertising
Praise and recognition from healthcare professionals