lights by TENA
Using social listening to inform creative strategy
Helping lights by TENA to shine a light on little leaks by using micro-insights to build the No-One Told Me creative platform.
Little leaks are a reality that one-in-three women face at some point in their lives. Little leaks often come about after child birth. But no one seemed to be talking about it.
We embarked on a major listening project, before working with key influencers to get the conversation going. We then built (and continue to build) our digital communications platform around the micro-insights gathered.
The #NOONETOLDME creative platform highlights all the things that go unsaid and encourages women to share their own stories.
Our successes included a 23% click-through rate from the ECRM; 500 stories shared in a six-week period; and Ipsos measures of ‘femininity’ and ‘relevance’ up year-on-year.