The menopause product category is full of misrepresentative images, conflicting data, and incorrect descriptions of symptoms. With only 2 out of 5 women saying that they have adequate knowledge before hitting menopause and only 1 in 10 seeking help from medical experts to get a proper diagnosis – women are stuck in a hot mess of misinformation, lack of treatment, and stigma.

Known for breaking taboos, RFSU set out to launch a new line of 7 products in a previously untapped product and demographic sector for them. In the campaign, they wanted to give a new, more positive perspective to this previously hushed and stigmatised topic.

The primary goal was to generate awareness for the new line and at the same time incorporate elements of conversion-driven marketing efforts.

The New Period is a result of intersecting data from 3,000 interviews with menopausal women with data on their media behaviour to get a symptom-first campaign talking directly to women when no one else did.

In this hyper-targeted campaign, we featured menopause as a beginning instead of an end, a period in life followed by more lust, energy, and balance. Instead of portraying the products as classic solutions to a problem, we turned them – and menopause in general – into windows of opportunity. And we did it by speaking directly to women when no other brand was fighting for their attention

Knowing that women between the ages of 45-55 (when most women start experiencing symptoms) are also a target group many brands compete for, we had to find a way to speak to them when no one else did. By combining valuable first-hand data about the real symptoms of menopause, gathered from 3,000 interviews with menopausal women, with their actual media behaviour, we made timing and placement the core of the idea.

For instance, when we realised that insomnia and fatigue are the most common yet rarely discussed symptoms, we relocated our campaign launch to go live at 3 a.m. since both our interview data and TV viewership data indicated a large upswing of viewers past 3 am. Our hyper-targeted ads cut our costs by almost 30%, resulting in an opportunity to provide a 30% discount on all our products. A win-win for both the client and the target group.

In a nationwide campaign running on TV, Digital and Out-of-home, and in influencer partnerships, we let real symptoms lead the idea, making message and media placement blend together to create the dialogue menopausal women never had with a brand before.

With a total reach of 109 million, an estimated PR value of 4.7 million SEK, and a 40% increase in website traffic, the campaign exceeded all previous expectations and resulted in 21.5% higher total sales.