How Mediahuis broke the taboo surrounding incontinence through personal stories.
Some products are difficult to talk about. If you sell one of those products, you need a compelling story. That’s why TENA, the manufacturer of incontinence products and other items, partnered with Mediahuis to break the taboo. One in three women between the ages of 35 and 75 has experienced unwanted urine leakage at some point. For example, after pregnancy, during menopause, or simply due to aging. But most women in this group view the subject as taboo and would rather not talk about it. TENA posed the question to Mediahuis: “How do you increase brand consideration and build positive brand associations with a product that is so deeply entrenched in taboo territory?”
What did we do?
Mediahuis launched a branded content campaign for TENA across online and offline media with strong reach among the target audience: the VROUW section on Telegraaf.nl, VROUW Magazine (the Saturday supplement of De Telegraaf), and the parenting platforms Famme, JM Ouders, and Mama en zo. Based on real, personal stories, articles were published in which women openly shared their experiences. To expand the reach, content pushers were deployed on telegraaf.nl, and the social media channels of the aforementioned brands were utilized.
Results
An independent impact study conducted by MeMo2 shows that Mediahuis’s cross-media campaign for TENA has led to a significant improvement in brand image. It reveals a clear increase in brand consideration for TENA among the target audience.
