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.