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CASE STUDIES

MIDOL

+16pts

Ad Recall - NEWS FEED and INSTAGRAM FEED

+4pts

Lift in Message Association

+3pts

Additional Lift in Ad Recall - INSTAGRAM STORIES

Objective

Midol has been a leading over-the-counter remedy for women’s menstrual symptoms for decades. Today, however, fewer young women are aware of it. So, to attract more millennials and Gen Z women, the brand decided to run a digital ad campaign.

The overall goals were to increase brand awareness and product sales among millennial women for its flagship medication to relieve menstrual period symptoms.

Strategy

Midol collaborated with Code3 to align on social-first concepts that would resonate with younger women. Code3 built short video ads following mobile-first best practices. Highlighting the brand and the product in the first few seconds, for example.

The ad creative for this campaign focused on the theme of 'period survival'. Images showcased women exercising, on the go, at home, and at work.

Creative was paired with messaging such as “Just because you always power through doesn’t mean that you don’t need support. Periods Happen. Midol Helps.”

Using a Facebook brand lift study, Code3 and Midol measured the success of this campaign outlined in the metrics above.

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