November 20th 2014
Always Discreet, a P&G brand, was looking for the best way to reach women 40+ to talk about adult incontinence. This target audience is exceptionally tricky to reach online and the topic is a difficult one as many women are not comfortable discussing this in public.
There is normally a 3-4 week run up to properly promote the Twitter party, but the client needed this turned around in two weeks.
Tapping into our network of 2000+ vetted bloggers and social influencers, it was determined that the best way to hold a conversation around adult incontinence and engage with the audience would be to run a Twitter Party. Always Discreet signed on Influencer Connect to execute this party.
Influencer Connect quickly scanned its network and honed in on the best 4-5 hosts for the Twitter party that reached this demographic. Always Discreet brought in celebrity Marilu Henner and an expert physician to be a part of the hour long party.
#peehappens was the unique hashtag for the campaign and the expected reach was 500K which would generate 5mm total impressions.
The results blew the projected numbers out of the water. The one-hour Twitter party reached just below 1MM, a 65% increase over projections. It generated ~20 MM impressions, which was 3.5X more than initially expected! The hashtag trended in both the US and Canada as well during the party.