When it comes to gut health, research conducted by MiraLAX shows there is a gap between men and women in taking care of their gut health. Women are more affected than men when it comes to gut issues. Research also unveiled women have limited knowledge of this “Gut Gap” and limited understanding of how to treat their gut.
To drive awareness and understanding of the Gut Gap and educate about product usage, we worked to create a literal movement by enlisting a group of creators to spearhead an education effort. Our lead spokesperson for the campaign was comedian Robyn Schall (who was already a fan of MiraLAX and had spoken about it on her social media channels), as she took to the streets to ask people if they knew what the Gut Gap was and how they can help close it with MiraLAX. In addition to Robyn, influencers all over the country created content to educate their followings on the Gut Gap.
In order to communicate the Gut Gap message, we needed to target key stressor groups (like parents and travelers). We partnered with millennial female influencers across both verticals to rally others behind the Gut Gap by arming these influencers with key research and messages related to Gut Gap 101 (like the fact that women are more likely to be stressed than men and 2x as likely to be constipated).
Influencers:
In a seamless and relatable way, these influencers shared their own issues with gut health and what they do to stay on track - like taking a gentle product like MiraLAX to help them go to the bathroom. They used their own testimonials to discuss a taboo topic - with creative storytelling and custom props, they made the novel normal.
Simultaneously, we leveraged the comedic side of having to go to the bathroom and used a popular comedian, Robyn Schall (@robynschallcomic), to interact with people on the streets of NYC. Robyn discussed women’s stress and its connection to constipation with enlightening survey stats, delivered in a humorous way.
The content created through these initiatives was captured by Linqia and distributed across both organic and paid social media channels. Additionally, MiraLax's influencer partners shared the "Women on the Street" interview content in their social feeds, leveraging the power of celebrity and comedy to make a private topic one that others would discuss and share.
This approach successfully raised awareness of the Gut Gap, empowered women to prioritize their gut health, and encouraged open conversations about a previously taboo topic. The campaign's innovative use of influencers, comedy, and social media helped to break down barriers and provide women with the information and support they needed to improve their overall well-being.
Our program content exceeded all benchmarks (both client and category). Partnering with a celebrity and working in comedy paid big dividends, Robyn’s Instagram story and reel ER surpassed Bayer’s benchmark ER by 5.03X and 6.91X, and she received over 360 comments and DMs from her followers. Her content on TikTok garnered an additional 3,727 views with a 7.13% ER.
The influencers’ Instagram Reels surpassed the industry benchmark by .05%. Paid media amplification delivered over 6 million impressions with a strong video click-through rate on edutainment-style videos at 11.2%.
We also conducted a Brand Lift Study which drove positive lift across all brand metrics and perceptions with notable impact in awareness, purchase intent, and the key message of “works naturally with water in your body to unblock your gut.”
Overall, the Linqia influencer creative also drove an upward lift across MiraLAX key differentiators and beliefs. The perception that had the most impact at statistical significance was “works naturally with the water in your body” with a lift of 6.5%.
