The Irish company Bio Medical Research Ltd develops and sells electro-stimulation products to relieve pain, to build muscles – and to treat incontinence. The challenge: even though one in three women are affected by incontinence at some time in their lives, at least temporarily, maybe when older or after a pregnancy – very few talk about it. What’s more, many resign themselves to their fate and have to make do with pure symptom treatment through the use of sanitary towels. Our mission was to break the taboo and develop a marketing strategy for the new femifree electrostimulation device.
femifree is distributed exclusively via the internet. So there was nothing more obvious than to address the target group (women after pregnancy or menopause) in a targeted way – with a content marketing strategy that does not advertise the product, but rather points out solutions to a problem that the affected persons do not talk about, but which they come across on the websites that correspond to their online behaviour.
First, based on CSF studies, we defined relevant topics such as “the most common forms of bladder weakness”, “gentle impulses as an effective incontinence treatment”, “more carefree sex despite bladder weakness” or simply “menopause”. As media channels, we identified portals such as brigitte.de or frau-im-leben.com.de, to which we led the target group via Google Adwords. And of course, there was also a femifree Facebook page to match.
The affected women were addressed online via advertorials, newsletters, PR articles and an e-booklet. The measures were accompanied offline in a Brigitte Woman special issue on the topic of menopause.
