A Case for Tampax
In 1999, Procter & Gamble's Tampax brand made its first overtures specifically to the African-American market through a series of events held at historically black colleges
and universities. The goal was to dispel some of the deep-rooted tampon myths that had been passed on through generations and to encourage product trial, thus converting black
women from 'special occasion' tampon users to regular Tampax users.
But strutting onto campus to talk about feminine hygiene wasn't an idea that seemed likely to win big in the run for brand loyalty. So P&G created a larger "mind, body and
soul" experience in which women could feel more comfortable with the brand and talking to each other about health, beauty, fitness, self-esteem, spiritual and personal care
issues.
The solution: The Tampax Total You Tour (TTYT), a traveling event that hit eight college campuses in 1999, and proved so successful that it was expanded beyond the halls of
academia the following year. In 2000, the tour traveled to 22 markets between August and December, reaching 64,000 African-American women not only in university settings, but
also in urban event venues.
Central to the campaign's success was the emotional appeal and bonding experience created by open forum discussions. "The power of a collective group of empowered women is
immeasurable," says Anne Sempowski, brand manager in the multicultural business development organization at P&G. The challenge in 2000 was to introduce the event in larger-
scale settings without losing the intimacy of the sisterhood experience.
Graduating from College
Campus stops incorporated into the 2000 tour were conducted much like they had been the year before. Each three-day event featured a forum discussion, a mobile wellness center
(tent) and a pampering experience known as the "Tampax Bathroom Beauty Escape," in which a stadium bathroom was transformed during a football game into a spa-like setting, replete
with comfy furniture, product samples and attendants.
The larger community events added to the mix in 2000 were handled slightly differently. In broadening the program's scope beyond the college campus, Tampax realized it would be
shifting the demo- and phycho-graphic profile of its audience.
"We found that we'd need something a little more polished" in a larger setting with 500-plus people, says Betsy Helgager, VP/group manager of multicultural marketing at Ketchum
Atlanta, the agency on the account.
Focus groups (held both online and offline) helped substantiate adjustments
to the forum content, advertising and spokesperson selection. Research findings
also helped shape a targeted media strategy (focused mostly on local markets)
and a new Web site (http://www.TampaxTotalYouTour.com).
BET was secured as a sponsor, along with celebrity panelists such as Sister
Souljah, BET's Mocha Lee/Dr. Ro and Brenda Perryman, a noted author and poet.
Fitness guru Donna Richardson moderated each forum discussion on a set that
was "dressed up to look something like the black version of 'The View,'" adds
Helgager.
Unlike the three-day college tours, the community events had to pack a powerful punch in one day. An expo hall, which opened after each panel discussion, invited attendees to
receive free manicures, massages, facials, haircuts, fitness demonstrations and product giveaways.
Publicity & Gossip
In the end, the 2000 TTYT (including both college and public stops) garnered nearly 20 million media impressions (91 placements), with targeted press coverage in venues such as
BET's "Tavis Smiley Show" and "The Tom Joyner Morning Show." The biggest challenge in garnering local TV and newspaper coverage was dealing with male assignment editors who would
have preferred to avoid anything associated with tampons altogether, Helgager says. Nevertheless, key campaign messages were delivered in 100% of media interviews, and Tampax was
routinely credited as the sponsoring brand.
Nearly 25,000 product samples were distributed during the 2000 TTYT tour, and 180,000 user sessions were subsequently logged on the campaign Web site, with each visitor session
lasting an average of eight minutes.
In fact, the program's greatest publicity came from attendees themselves. Quantitative survey research conducted after the 1999 tour found that the average woman attending a
TTYT event told eight others about the experience. By that account, Tampax estimates that news from the 2000 tour likely touched almost half a million women through world-of-
mouth. As one participant wrote on a comment card: "I love the sisterhood. It was a great opportunity to talk about issues that affect all of us."
Tampax declines to share specific data regarding the tour's impact on market share and sales, although Sempowski confirms that the tour was a success and will nearly double in
size this year, hitting 40 markets.
(Betsy Helgager, Ketchum, 404/879-9000; Anne Sempowski, P&G, 513/983-1100.)
New Recruits
Did the 2000 Tampax Total You Tour change consumers' misconceptions about the brand? Anne Sempowski, a brand manager for Tampax, says post-event survey research indicates that
participants' attitudes about tampons were swayed by the event.
"Young women who have attended the event now disagree more to key barrier issues such as: tampons are not as natural as pads; tampons are not as healthy as pads; tampons are
only for certain occasions/activities; and [tampon usage should be limited] because of health risks," she says.
Now the research continues. In preparation for the 2001/2002 Tampax Total You Tour, P&G sponsored Ketchum's "Boot Camp," a two-day program designed to attract African-
American college students to PR agency careers. Participating students in the two-day event (who coincidentally fall in the Tampax target market) were charged to come up with
real-world PR strategies to help position Tampax as the brand of choice among 18- to 24-year-old African-American women.
Total You Team
P&G (client): Anne Sempowski, brand manager, multicultural business
development organization.
Ketchum (agency): Betsy Helgager, VP/group manager, multicultural marketing;
Nicole Taylor, account supervisor; Dionna Bolar, AE; Deisha Galberth, assistant
AE; Fiona Roberts, account coordinator.
Host Communications (event marketing firm): Rod Chappell, VP of client
development, emerging markets division.
Budget: Client would not disclose.
Time Frame: The 2000 tour ran
from August to December. Planning for the 2001/2002 tour resumed in January
and will run from August 2001 to May 2002.