Objectives
Engage existing and potential consumers for feminine hygiene brand TENA, in a programme of communications, converting them to consumers and brand advocates over time.

Strategy and tactics

• Create a platform that first engages, then encourages an exchange of personal data, delivering positive health outcomes in the long term

• Plan long term engagement that rewards consumers and brings them closer to the brand

• ROAD created the CoreWellness Programme, a combination of online content and an email programme based around a unique exercise regime only available as an exercise DVD to members

• ROAD worked with world experts to design the Pelvicore Technique, an exercise and wellness programme with proven outcomes to improve pelvic floor muscle control and reduce bladder weakness

Results

Launched in 18 countries with massive media coverage in each. The CoreWellness Programme currently has over 400,000 members worldwide and growing. Research into membership activity showed extraordinary levels of engagement and interaction. Levels of ‘intention to buy’ and ‘sampling’ responses were highly significant in a group previously impervious to traditional communications such as direct marketing and advertising.  

<< back