Twirla Hits the Club on Connected TV
Twirla's birth control patch faced a daunting challenge entering a crowded market dominated by established competitors. The strategy focused on making the patch's simplicity exciting for women ages 18-24, highlighting its ease of use. By leveraging targeted marketing campaigns, we increased brand awareness, drove demand, and secured new prescriptions in a competitive landscape.
The marketing plan included an unbranded website and social media campaign to educate women about birth control options and connect with our audience. A branded connected TV spot called "Patch & Play" was developed to increase brand recognition. My role was creative direction from concept to completion.
Patch & Play Connected TV spot
My goal was to promote brand recognition while empowering women to make informed decisions about BC through authentic character-driven storytelling.
concepts & Market Research
We put three concepts through market research with our target audience and used our findings to shape the final concept. I needed a tagline that captured the simplicity of the patch as well as the curiosity of our audience. I landed on the memorable and playful double-entendre Patch & Play.
Production
The production process centered around several decisions to ensure success. We recruited three Gen-Z actors who authentically portray characters on screen. The location I selected supported the storyline, focusing on the bathroom.
A 2D animation of the Twirla flower is incorporated and a neon Twirla sign prominently displayed on the dance floor for brand recognition. We concluded with the influential power of female friendships and the ease of adopting the Twirla patch.
A 2D animation of the Twirla flower is incorporated and a neon Twirla sign prominently displayed on the dance floor for brand recognition. We concluded with the influential power of female friendships and the ease of adopting the Twirla patch.
Unbranded CAMPAIGN
I'm So Done Club
The Unbranded portion of our campaign aimed to empower young women to become active participants in the conversation about contraception and gain confidence in their decision-making. I directed entertaining and informative content that facilitated questioning of preferred birth control methods and a sense of community.
The media plan included a website, CRM automation, paid media, organic media, influencers, and user-generated content on Instagram, Tiktok, Snapchat, Facebook, and birth control networks.
Branded campaign
Overcoming Creative Limitations
As the digital agency of record for Twirla, I faced a significant challenge in executing an illustrated campaign developed by another agency. The campaign featured the tagline "A Birth Control That Fits My Life" and targeted women ages 21-36. The illustrations were not effectively communicating the brand's message and were ultimately unmemorable. I worked to narrow the target audience and incorporate more realistic imagery, but progress was slow.
It wasn't until the introduction of our "Patch & Play" spot that we broke through and connected with our audience, despite the limitations I faced. Until then, I elevated the illustrated campaign to the best of my abilities.
It wasn't until the introduction of our "Patch & Play" spot that we broke through and connected with our audience, despite the limitations I faced. Until then, I elevated the illustrated campaign to the best of my abilities.
Clingy is Hot
"Clingy is Hot" is a platform-specific paid media ad designed for Tinder, OK Cupid, and POF. With a sticky tagline, kinetic typography, and bold colors, the creative grabs viewers' attention and keeps them engaged. I featured a product shot instead of the illustrated campaign for better recognition. The ad successfully delivered results, maximizing the impact of Twirla on these platforms.
