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frankie press

The brief: Educate audiences about how period underpants work. Increase consideration for Thinx versus other period products (tampons, menstrual cup, etc).

What happened: I leaned into a classic frankie format for this digital piece with a funny-but-honest roadtest featuring three of our most popular writers: Mia Timpano, Michelle Law and Eleanor Robertson. This created an instant audience for the post, increasing reach and engagement on socials and through a targeted email campaign. One commenter was moved to label it, “The ultimate collaboration”. In tandem with a display ad campaign, the strategy successfully introduced Thinx to a new market in Australia, in an appropriately playful and honest way.

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