Phexxi's "House Rules" is a multi-channel campaign with a broad reach in broadcast, social media, radio, and print as evidenced by its metrics.

The Phexxi® “House Rules” campaign was born out of the idea that women deserve to be completely in control of their bodies, their decisions, and especially their birth control. The campaign empowers women by creating a world where they make the rules. There’s no judgment. No settling. Just an understanding that when it comes to something as important as pregnancy prevention, Phexxi is a brand that listens, understands, and lets women call the shots. It’s hormone-free birth control on their terms.

The objective aimed to heighten awareness and increase demand for Phexxi among the target audience using a celebrity spokeswoman.

Emmy Award-winning actress Annie Murphy stars in the Phexxi House Rules campaign, inviting women into her most personal space to talk about why she became a user (and lover) of Phexxi. The 60-second TV commercial opens with Murphy welcoming the audience to her vagina—a place where she makes the rules. We observe her getting ready for a romantic date-night-in as she talks about why she wanted hormone-free birth control, and the spot ends with Murphy encouraging other women to make their own rules when it comes to birth control.

The campaign also features a testimonial in which Murphy details her own journey with hormonal birth control, her years-long struggle with the way she felt, and what it meant to her to find a hormone-free, woman-controlled option like Phexxi.

Our target included women on any form of birth control who are not using that method for its hormonal benefits beyond contraception–and are not fully satisfied with their choice, including women who were experiencing side effects or concerned about the long-term impact.

To break through the clutter with a campaign that has stopping power and differentiates inside and outside the birth control category, there was only one place that would do for the setting of our campaign.

The inside of a vagina, of course. After all, this is the most personal spot for a woman, and coincidentally, the place where Phexxi works.

We knew that conducting traditional research would be the kiss-of-death for “House Rules”. So, we worked with our existing micro-influencers as well as Annie Murphy herself to pressure-test the campaign. Research did lead to some minor tweaks, but the message and setting for “House Rules” remained intact.

:45 and :60 second TVC that ran Sept-Oct of 2021 on Bravo, E!, Food Network, Freeform, Lifetime Movie Network, MTV, Nick-at-Nite, TLC, WeTV. :45 and :60 second Youtube videos. :60 testimonial and Behind the scenes for web and social media and 3x :15 OLVs that ran nationwide in the United States.

6 wks following the House Rules launch, there was a 94% increase in new prescriptions, 81% increase in total prescriptions and 82% increase in dispensed units of Phexxi. Over 19,000 Phexxi® prescriptions were filled in the third quarter of 2021, a 48% increase from the prior quarter. Phexxi total brand awareness hit 19% in October 2021. 10,000+ healthcare providers have prescribed Phexxi since launch.

Women inspired to learn more about Phexxi!

572K website sessions on Phexxi.com

Overall, site actions for the awareness campaign increased 171% compared to

September on 2% less spend.

82.6K high value actions on Phexxi.com

183,139 views of the commercial on YouTube

Search volume increased and converted stronger than prior to this campaign

All driven by an extraordinarily successful media campaign

2 billion earned media impressions from Sept-Oct

23.7M+ paid social impressions " "

858% increase in engagement

This work is from the United States and is subject to FDA regulations and restrictions for pharmaceutical marketing that include appropriate safety information and context.

Our target included women on any form of birth control who are not using that method for its hormonal benefits beyond contraception–and are not fully satisfied with their choice. It likewise included women who were experiencing side effects or concerned about the long-term impact.