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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.

THE INSIGHT

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.

THE APPROACH

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 OUTPUT

The #NOONETOLDME creative platform highlights all the things that go unsaid and encourages women to share their own stories.

THE RESULTS

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.