Preparation H
My role
Creative Direction, Content Ideation & Copywriting
Industry
Healthcare
Who doesn’t love talking about butts? Turns out, a lot of people. Preparation H is the #1 hemorrhoid relief brand with 60% loyalty among older consumers, but research found that younger consumers didn’t want to admit they suffer from hemorrhoids, too. In fact, they’d rather treat their ailments with anything but hemorrhoid products (we’re talking baby powder, alcohol wipes, etc.) So, we were tasked with helping those younger sufferers realize there’s no shame in back-there care.
Thankfully, butt mentions were everywhere online, from emojis to butt influencers to bidets, and we saw this as an invitation to join the conversation. We set loose our “Rear-End Front Man” John Rump to help normalize hemorrhoids. We created content to remind people to love their butts—and it worked. The campaign saw a 72% YouTube completion rate with 371.5M impressions and a 571% increase in YouTube searches (and I had a blast coming up with tush content).
Check out the goods...
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