Brawny SHNG | Email & Web Design
Overview
Brawny's Strength Has No Gender campaign is a marketing campaign that focuses on celebrating strong women in history.
Roles & Responsibilities
For this campaign, the deliverables were divided between Cutwater, an external agency that developed the branding for Brawny and the Strength Has No Gender Campaign, and me. I received the assets, created the landing page, and designed emails to support the campaign.
The Problem
A New Type of Strength
At the time Brawny only had a fraction of the market share of the leading competitor. To increase the market share, Brawny had to showcase both the product and the equities to differentiate them from the market and give consumers and retailers a reason to buy Brawny. One of the equities of Brawny has always been strength. In recent years, the brand had begun to redefine what strength means and broaden the definition.
Coordinating with external teams
The campaign recurs every March for the last four years. Two teams working on the deliverables concurrently to hit our delivery date of March 1( the beginning of Woman’s History Month). Various obstacles occur trying to synchronize two teams. Some of the assets typically are not ready until a week before launch, so placeholders and reference images are used heavily until later rounds of the project.
Users & Audience
The core audience for the project was known as habitual premium paper towel purchasers who believe that it’s worthwhile to pay for quality goods but will shop for deals. Additionally, the audience was segmented out into five categories. College-aged (18 to 24) located in the southeast region. Hispanic women over 45 who are located in the southwest region. Healthcare service providers over 45 in the Northeast. African-American military women. Finally, women under 55 who opted to be in Quilted Northern, another GP brand.
Redesigned strength has no gender commemorative pack.
The Process
Rough wireframes
Coordinating with external teams
The campaign recurs every March for the last four years. Two teams working on the deliverables concurrently to hit our delivery date of March 1( the beginning of Woman’s History Month). Various obstacles occur trying to synchronize two teams. Some of the assets typically are not ready until a week before launch, so placeholders and reference images are used heavily until later rounds of the project.
Final Emails
Designing with Partners
The landing page was wireframed by Cutwater. I was tasked with taking the preliminary layout and integrating an infographic as well as building for mobile.
The Learnings
With the work I contributed, Brawny was able to get over 300 million earned impressions on social media as well as numerous articles and television segments. This also drove more adoption of the Brawny brand by retailers and consumers.
Collaborating and coordinating with different creative agencies can be a challenge when the deliverables and the goals are not aligned. For example, I was tasked with delivering emails and a landing page while the agency was working to create an ad campaign. We had to work together because the campaign couldn’t drive to a landing page that didn’t exist and the landing page couldn’t be complete until assets were finalized.