Unaided Brand Awareness
In $ Sales
Goal
MiraLAX wanted to change its perception from a laxative to a modern gut wellness brand, while increasing awareness of “The Gut Gap” (the fact that women are more likely to be constipated than men).
Strategy
Linqia augmented this celebrity-led campaign by leveraging comedian (and genuine MiraLAX fan) Robyn Schall. We produced on-the-street content in NYC with Robyn interviewing consumers about “The Gut Gap”—and handing out samples of MiraLAX, of course!
RESULTS
In the first 24 hours alone, campaign social content garnered 6.5MM impressions and 194K interactions. In just a few weeks, we drove a +31.2pt increase in unaided brand awareness, and in the 12 week period following campaign launch dollar sales were up +10.1%.
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