Engine has today launched a campaign combining social media, programmatic video and native content for TOTM, a brand of 100% organic feminine hygiene products.
The campaign by Engine agencies Trailer Park, Engine Media and Engine Strategy is designed to position TOTM as a healthier alternative to mainstream products, many of which are made of synthetic materials, and can contain potentially harmful chemicals. It launches on 4th September to coincide with national organic month.
It comprises a series of bold, provocative videos for Facebook, Instagram and Twitter, with formats tailored to engage specific audiences - such as Instagram stories to reach younger consumers.
The video content will also run across leading programmatic video supplier Clearstream, utilising its post programmatic decision technology to ensure that content only appears in brand-safe and viewable placements. In addition, Adyoulike’s native network will align the TOTM brand with premium publishers.
Jon Wright, Marketing Director at TOTM, said: “Our customers tell us they want to know what they are putting inside their bodies each month, because tampon manufacturers aren’t transparent about what goes into their products. Unlike other industries such as food and drink, they aren’t required to provide that information. Even though the vagina is one of the most absorbent parts of the body!
“We wanted to be honest about what can go into other products, and inform women about alternative, organic options on the market. Engine’s brilliant creative and strategy will empower women to choose a safer, environmentally friendly and more convenient option with TOTM.”
Becca Dyson, Senior Strategy Lead at Engine, said: “We’re really excited to be working with TOTM to challenge the industry norm and give women the power to choose what they put in their bodies.
“We wanted to create something that was both impactful and full of personality and we’re really proud of what we’ve delivered for them.”
Creative Agency: Engine (Trailer Park, Engine Media and Engine Strategy)
Producer: Emily Mules, Rob Wildsmith
Planner: Becca Dyson
Media Planner: Ed Turner, Matt Ridsdale
Account Management: Ed Turner, Matt Ridsdale