Case Studies

Thinx National Campaign “MENstruation

Strategy: The campaign stood out and did lend itself to being talked about. But still, it was an ad. Our first step was to secure an exclusive with Fast Company and then set interviews with other business and trade publications. From there we took a step back to identify how to make it a bigger story around the ad; we focused on the fact that some networks wouldn’t allow a tampon string to be shown.

Goal: After securing a Series A, Thinx used some of this funding to work with BBDO to launch our first national ad campaign, MENstruation; the goal was to make the campaign “go viral”.

Result: We were able to garner over 200 pieces of press around the campaign, including The New York Post, and E! News. In February 2020 AdAge included Thinx in their issue centered around the Super Bowl, touting us as a brand that was able to go viral without spending Super Bowl money. And more recently we learned we have been selected as an honoree for the Shorty Social Good Awards for the campaign.

Personal involvement: I outlined the full PR strategy around the campaign, both the first push for business coverage, and the second push around the tampon string. I also helped guide the team on what to expect; while our outside agencies felt panicked at the initial press response, I worked to help the team understand the process while managing expectations. I was also involved in the submission for the Shorty Social Good Awards.

Thinx x Ilana Glazer Crimson Launch

Goal: Introduce the first Thinx celebrity partnership/collab.

Strategy: As a brand we had been looking for the perfect partnership/collab; It was one of the company’s top goals for 2019. After learning that Ilana Glazer was interested to work with us, I initiated the conversation and secured the partnership. This included Ilana x Thinx Crimson campaign and Ilana being part of the creative process and planning the photo concept.

Result: Ilana joined forces with the Thinx creative team to plan the color and campaign plans. We were able to partner with her on how it was pushed out via her personal social, and the brand social. We gave an exclusive to WWD and then pushed out a bigger press outreach, securing approximately 30 hits.

Personal involvement: In addition to securing the partnership--including all negotiations with her team, building out the contract, and being the internal point person between her lawyers and ours--I created the PR strategy to accompany the campaign.

Thinx Period Sex Blanket

Strategy: We took a multi-tiered approach to this campaign and opened a weekend-long pop-up shop to coincide with the launch. We made the pop-up an immersive experience where we hosted several events, including: an opening launch party, (which drew a line that went down the block), interpretive dance, and a panel on the topic of periods and sex.

Goal: Continue positioning Thinx as a taboo-breaker in the period space with the launch of the Thinx Period Sex Blanket, as well as garner more consumer press for the brand.

Result: We received approximately 100 pieces of press coverage on the Thinx Period Sex Blanket. This includes an organic conversation between Busy Phillips and Kristen Bell on Busy Tonight.

Personal involvement: I created the full press strategy around the launch of the blanket and put together logistics for all events that were happening at the pop-up store; this includes bringing in my personal contacts to moderate and participate in the panel.

Makeup Geek

Goal: Grab the attention of editors and influencers to spur social media coverage, as well as initiate editorial coverage, for Makeup Geek.

Strategy: Playing off of the Makeup Geek name, we asked editors and influencers what they “geek out” on and created custom gold nameplate necklaces that were mailed with a sampling of Makeup Geek products.

Result: After sending the mailing to the designated media and influencers, 15 of the 20 recipients posted Instagram stories, tagging the client, and we secured future press coverage.

Perfect365 Beauty App

Strategy: As a branch off to show involvement with celebrity makeup artists Gucci Westman and Kabuki, we participated in the Kalani Hilliker show + party, where we knew we would have the opportunity to interact with influencers that reach the youthful demographic of the Perfect365 app.

Goal: Further secure Perfect365 in NYFW happenings by garnering influencer posts.

Result: We set up an iPad + ring light stand that had the app for attendees to come interact with the brand, take photos and post on social. This lead to photos and posts from Miss Universe, Iris Mittenaeremf (1.2m); stylist/influencer Marquis Bias (15.5k); Miss America, Kara McCullough (32.7k); Peyton Sartain (40.6k); SavvyJavvy (43.6k)