Situation
When shoppers need to treat a yeast infection, Monistat is their #1 over-the-counter brand. But when it comes to actually shopping for Monistat in store? Well, that’s another story.
Insight
There’s a lot of product confusion and personal anxiety/embarrassment surrounding yeast infection treatments—shoppers want to quickly get in, get something, and get out.
Solution
Using retail-specific tactical plan, we enabled shoppers to discreetly find a solution on their terms and reassured them that Monistat is still their #1 choice.
Campaign/Project Duration
Text-for-Info: 1 month
Permanent Blades: 1 year
Digital Banner Ads: 2 months (Walmart)
Market(s)
National
Retailer(s)
Walmart, CVS, and Walgreens
Media
In-Store Signage and Text-for-Info
MarketingLab IP
Voice of Shopper (VOS) Research
Digital Shopping Experience (DSX®)
SellCheck
Tactics
POS
In-store signage and text-for-info messaging opened up a discreet and authentic line of communication enabling shoppers to make a comfortable and confident purchase.
Digital Ads
Walmart banner ads connected with shoppers who needed Monistat, but might not want to walk through a mass merchant aisle to get it, informing them of a Click and Collect feature.
Microsite
Served as a hub for the text-for-info POS providing education about the unique benefits and packaging contents of the Monistat product options.
Results
By tailoring our programming and tactics across all retailers (based on shopper-specific insights), we strengthened Monistat’s leadership in the Fem-Care category, increased sales, and facilitated a higher level of collaboration with each of their customers.