• by OMMA Magazine Writers , September 3, 2010

Mindshare
Kimberly Clark/Poise, "1 in 3 Like Me"
VIDEO: CAMPAIGN

In 2010, Poise set out to grow its household penetration and bring new users into the category. What category, you ask? Female bladder leakage pads. The challenge, as you might imagine, was the product's natural association with incontinence. In order to appeal to what Poise called "unhappy fem-care users," the brand took to the Web with the empowering slogan "1 in 3 Like Me," and none other than Whoopi Goldberg - for many female consumers, the first name in blunt yet light-hearted pragmatism. The videos reside on a branded hub, where Whoopi provides an introduction to Poise and the problem it addresses. Campaign results included 352.5 million impressions; 62 percent video completion rate within banner; and an average time spend within unit of 13.03 seconds.