Misinformation is everywhere, so we love that Tampax chose a Multichannel News Release to launch their new period education campaign. Partnering with a strong female comedian like Amy Schumer provided the engaging “edu-tainment” content, and the MNR provided multiple channels to put that content in front of journalists and consumer audiences alike.
When their Period Education Survey revealed there is a significant knowledge gap when it comes to periods and tampons, Tampax knew they needed to start a conversation. Housing educational resources and content that is adapted for social audiences on one branded landing page was the perfect way to start a dialogue. Tampax used their MNR to spread the word on social channels with the hashtag #TimeToTampax and showcased hilarious, easy-to-share videos full of information speaking directly to the audience they care about. The campaign even included Snapchat, with a custom lens that lets people put themselves in a tampon costume.
Tampax could have simply broadcast this health education research to their 15,000+ Twitter followers and 26,000+ Instagram followers. But they knew this information was important – only 22 states in the U.S. require sex and reproductive health education to be medically accurate – and relevant to a larger audience than just their current fans. Every MNR receives world-class press release distribution through PR Newswire, and that wire distribution exposed them to thousands of new eyes via potential earned media coverage and online visibility.
Promoting this campaign with an MNR also positions the company as a thought leader, making Tampax discoverable in online search and showing audiences they are a trusted expert. They used this research as an opportunity to re-introduce themselves, engaging their current fans and converting new customers with the help of Schumer and medical expert Dr. Melisa Holmes, OB/GYN and co-founder of Girlology. And while Schumer draws us in, they also take this opportunity to demonstrate their values – touting tampon donations, million-dollar commitments to organizations striving for equality, and a partnership with Girlology to create the Tampax & Girlology Period Foundation.
No matter your campaign, our experts at MultiVu can help you employ best-in-class techniques to help you reach new audiences, and in turn, new customers.
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ABOUT THE EXPERT: Erica Crist
Erica Crist is a Senior Customer Content Specialist with PR Newswire, Marketing Intern with MultiVu, and an expert on press release distribution. She graduated with a B.A. in Journalism and Mass Communication from Kent State University and has been with Cision ever since. She lives in Cleveland and has never tried a cheese she didn't like.
MultiVu is the strategic team at Cision dedicated to the creation and targeted distribution of creative content. Our award-winning diverse pool of industry-leading talent are extremely passionate about partnering with our clients, bringing best-in-class stories and concepts to life, and getting those stories to the audiences who want to experience them most. To start crafting your story, visit us online at www.multivu.com.