The Strength Has No Gender campaign ran across multiple channels. The in-house team owned the digital side: I built the landing page and the supporting email system, reworking campaign assets so they fit the medium.
The problem
At the time, Brawny held only a fraction of the market share of the category leader. To grow, Brawny had to showcase both the product and its brand equities, differentiating from the category and giving consumers and retailers a reason to buy. Strength has always been one of Brawny’s core equities, and in recent years the brand began redefining what strength means, broadening the definition beyond the traditional frame.
The campaign recurs every March for Women’s History Month. Two teams work on deliverables concurrently to hit a March 1 launch. Coordinating across teams surfaces obstacles: assets often aren’t finalized until a week before launch, so placeholders and reference images carry much of the work through early rounds.
The core audience was habitual premium paper-towel purchasers who believe in paying for quality but still shop deals. Segmented into five groups: college-age women (18–24) in the Southeast; Hispanic women 45+ in the Southwest; healthcare service providers 45+ in the Northeast; African-American military women; and women under 55 who opted into Quilted Northern (another GP brand).
Redesigned commemorative pack.
The process
Asset synchronization was the hardest coordination problem. Campaign imagery and copy were still being finalized elsewhere while I was building the landing page and email templates. Early rounds leaned heavily on placeholders.
Final emails.
Bringing it together
I integrated an infographic into the landing page and built the responsive mobile experience so the story held up on every screen.
The learnings
With the work the in-house team contributed, Brawny got over 300 million earned impressions across social media, plus numerous articles and television segments. That drove stronger adoption of the Brawny brand by retailers and consumers.
The hardest part of this kind of work is coordination when deliverables live in parallel. I was finishing emails and a landing page while other channels were still being finalized. The ads couldn’t drive to a landing page that didn’t exist, and the landing page couldn’t be complete until the campaign’s visual assets were ready. Staying in sync was most of the job.