OMV! Brand Launch
With an exciting teen line in the works, our clients at Combe asked us to launch their new brand. OMV! by Vagisil is a first-of-its-kind line of gentle personal care products made specifically for Gen Z to use during their period, after practice, or as part of their daily cleansing routine. We quickly learned that marketing to this generation required a heavy dose of realness, so we did our research, watched a lot of Tik Tok, and gut-checked our thinking with the Gen Zers in our office.
For this 360 launch, we developed the brand vision alongside Vagisil’s internal marketing and creative teams, and provided creative consulting on TVC casting and production with Honor Society and director Anna Wolf. On the agency front, I lead creative development and oversight for digital and social assets with my SAD and CD, and managed a small group of junior creatives.
ACD: Liz Furze
Senior Copywriter: Myself
Senior AD: Eva Parlato
Junior AD/Photographer: Pippa Holliday
Photographer: Joe Rasch
I attended focus groups with teens and their moms before developing a creative platform and brand style guide with my team. Our direction was fun, colorful, and normalized all aspects of puberty and intimate health. With this mindset, we set about uplifting and leveling with our audience without shaming or talking down to them.
Social
My team executed all of the brand’s organic and paid social, from photography to design to content creator selection and briefing. I lead concepting, provided editorial oversight, and managed a junior copywriter for monthly social content.
#OHMyFIRST Testimonial VIDEO SERIES
Transparency is everything, so we asked Gen Zers to get candid with us about being a teen today and having their periods. Eva and I storyboarded and oversaw creative development of these digital shorts used across programmatic video, YT, and social. The relationships we developed with the influencers we interviewed led to additional scopes of work on TikTok.
Awesomeness tv partnership
We secured a partnership with ATV, a YouTube channel with 46M unique visitors who over-index as female and Gen Z. The partnership included custom video, pre-roll, influencer amplification, and more. We worked in lock step with ATV’s creative team approving video graphics, providing copy, and overseeing production from a virtual video village.
Custom illustrations
To add a bit of color and attitude to our Spill the Puber-tea blog and OMV! social feed, we partnered with freelance artist Elena Scilinguo to collaborate on a series of custom illustrations.
OMV! Website
More than just an e-comm store, we designed the OMV! website to introduce ourselves to Gen Z and spill the tea on all the new-new happening in their lives. I wrote all copy for the site and provided editorial oversight at each design stage.
HOMEPAGE VIDEO
Using b-roll footage from the TVC shoot, we storyboarded a looping video for the OMV! homepage that heroes the active, playful spirit of our audience.
