BRAND EXPERIENCE
Tena
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THE PROJECT
Background
Following our success in store, we pulled out all the stops for TENA’s omnichannel approach, creating best-in-class content and rich customer experiences that not only set TENA apart from the competition but cemented them as leaders in their category.
THE CHALLENGE
Challenge
Our brief was to deliver sales-driving comms that were ‘Distinctively TENA’ across all key selling channels, regardless of whether they were digital or physical, while at the same time ensuring they were optimised at every touchpoint of the shopper journey.
OUR IDEA
Solution
We took a channel-first approach to ensure maximum retail and e-tail readiness and created a ‘Distinctively TENA’ global playbook. The playbook provided markets with best-in-class guidelines across all assets, including photography, videography, and messaging across all platforms, including brand.com, retailers and e-retailers, pharma and e-pharma and Amazon. Our flexible approach guaranteed local market activation consistently met TENA’s high standards of executional excellence, with flexible creative online and offline templates that could be customised, as needed. From a Masterbrand perspective through to an individual target audience, the guidelines were comprehensive, effective and simple to execute, and never lost their sales-driving focus of guiding shoppers through their purchase decision journey, whichever path they took.
