Playtex Shows That “Every Girl Can Make a Difference”

We helped Playtex Tampons stand out in a hard-to-promote category by engaging female college students.  How?  By appealing to a sense of personal empowerment and idealism.  A tie-in with Alex’s Lemonade Stand Foundation in the “Every Girl Can Make A Difference” campaign conveyed one simple message:  You can make a difference. Through a partnership with Facebook, we created a virtual community of student ambassadors to lead campus lemonade stands to raise funds for pediataric cancer victims.  To drive the campaign we established a peer-to-peer viral marketing campaign with a national sorority.  Our multi-layered publicity effort generated broadcast coverage on mtvU, the college broadcast network viewed by over 6.5 million students on 740 campuses, network affiliate segments, dozens of campus newspaper articles and national sorority magazine placements, resulting in record-breaking fundraising results and a new dimension for the brand.