Selling Menopause
Client Menopause Mandate | Agency Amazon Brand Innovation Lab
Role Creative Director
The problem
Everyone with a womb will go through menopause. But from doctors to women themselves it’s misunderstood and not discussed - despite it’s massive impact on people going through it. For World Menopause Day, we wanted to start a conversation that would change the narrative and demystify menopause for women everywhere.
The insight
Amazon customer reviews are more trusted by people than other sources of information about products and services. And leaving a bad review is scientifically proven by Columbia Business School to make you feel better.
The response
We turned menopause into a product that customers could shop for and review - with brutal honesty - on Amazon. By humorously treating symptoms like unique product features, we were able to turn topics that normally have a stigma attached into something relatable.
To launch the product, we created a funny TVC, featuring presented by TV icon Davina McCall and comedian Morgana Robinson hosting a spoof teleshopping channel dedicated to menopause.
Sales of the product (actually a funny ebook on Kindle) translated into donations to our not-for-profit partner, Menopause Mandate, to help them campaign to revolutionise the support and advice women receive from both our health service and wider society
The results
2.58 million estimated video views across social media platforms.
Widespread editorial coverage reaching over 201 million people across print and broadcast media.
$4.52M earned media value from an audience of 221 million.
High-profile engagement with the campaign, including from broadcasting legends Mariella Frostrup and Carol Vorderman, plus Carolyn Harris MP (previously Shadow Minister for Women).
Successfully changed Amazon’s policy towards menopause so it can be communicated across Amazon platforms by getting it recognised as a life stage and not a medical condition.
My role
Developing the creative strategy, from the customer insight to the best way to use Amazon’s touchpoints.
Pitching to senior budget holders across Amazon Ads, Retail, Prime Video, Kindle and CSR teams to unlock pro bono funding and media for the project.
Leading the creative team to develop the concept, scripts, art direction and digital assets needed to activate the campaign.
Collaborating with production agency Great Guns and director MarySue Masson to throughout production to deliver film assets.
