Background
In the branding world, being disruptive is what helps you stand out from your competition.
Operating in an industry that has historically been associated with an aging demographic, Prevail by First Quality was struggling to grow their audience for personal hygiene products. Reaching new targets beyond their traditional market required a drastic shift in thinking, approach, and overall marketing campaign: let’s embrace a topic that’s typically hush-hush. Our strategic process enabled us to draw conclusions that shaped the messaging and visuals of the final campaign.
Challenge
The goal was to increase reach and expand market share across generations.
Solution
Custom design elements and clever messaging were packaged together with innovative technology.
Results
A cohesive suite of marketing collateral was established to reach diverse audiences across their preferred platforms.
Normalizing the Conversation Around Incontinence
Prevail wanted a bold and provocative campaign that would be able to simultaneously reach both new entrants (new moms) and heavy users (older generations).
Custom and Clever
The new campaign was designed to feel custom, timeless, and on trend. With straightforward, conversational language, it is clever and relatable– meeting people where they are using real-life situations, images, and graphics that feel fresh and “of the current moment.” Images from social media helped guide our photography decisions so that pictures reflect people from real life. Next-level campaign elements include custom icons, emojis, and even a custom gradient alphabet.
Normalizing the Conversation Around Incontinence
Prevail wanted a bold and provocative campaign that would be able to simultaneously reach both new entrants (new moms) and heavy users (older generations).
Custom and Clever
The new campaign was designed to feel custom, timeless, and on trend. With straightforward, conversational language, it is clever and relatable– meeting people where they are using real-life situations, images, and graphics that feel fresh and “of the current moment.” Images from social media helped guide our photography decisions so that pictures reflect people from real life. Next-level campaign elements include custom icons, emojis, and even a custom gradient alphabet.
Provocative in its approach, the campaign was built to appeal to multiple generations and promote engagement with a broader audience.
Color Palette & Custom Iconography
Indigo
Eggplant
Pine
Plum
Crimson
Grape
Aqua
Pistachio
Marigold
Sky
Bubblegum
Challenges
Launched during the pandemic, the campaign was intended to feel virtual-friendly in its applications.
It came to life with text message conversations, Google searches, and Instagram snaps– digital avenues with substantial traction.
While the overarching campaign had all target audiences in mind, the individual applications were geared specifically towards those groups that would primarily be interacting with them (younger vs. older, men vs. women, etc.).
The Outcomes
In addition to a robust social media strategy, we created an array of marketing collateral across channels.
Billboards, magazine ads, digital ads, video commercials, podcast commercials, and animated gifs were all designed to complement each other in support of the campaign. We trained the client’s internal marketing team on how to use the brand with a comprehensive style guide that included formulas for producing materials inhouse that would be consistently on-brand.
