Enter the Powder Room

Creating an online space where women could talk about intimate and taboo issues whilst making them feel empowered at the same time was the challenge set by Crescent Pharma for the launch of their Feminesse Odour product.

From that challenge, the Powder Room was born.

Sitting on the Feminesse website (www.feminesse.co.uk), the Powder Room features advice, Q&As and lifestyle blog posts all with the aim of making women feel more confident. 

TV psychologist and former Big Brother’s Little Brother star, Jo Hemmings, became the Powder Room Pro throughout the three month campaign and her advice was used in social media content, blogs, live web chats and press material as the brands ‘big sister’. Jo also shared campaign tweets with her 23,700 followers.

A mini poll was conducted as part of the campaign around faking confidence and was the subject of an article on sofeminine.co.uk with advice from Jo. The poll results also launched the #GreatBritishFakeOff blogger competition and resulted in a partnership with Champneys as our grand prize.

Results were also used to create infographics for use on both the website and social media channels. Other Powder Room blog topics included Fresher’s Advice, Autumn Lust Haves, Internet Dating Advice for International Internet Day and a What Kind of Dater Are You? quiz.

Twitter, Facebook and Pinterest profiles were created alongside the Powder Room and used to build brand awareness and traffic to the website. Using targeted blogger outreach, #FreebieFriday, live-tweeting of key TV programmes for demographic (X Factor, Strictly Come Dancing, Great British Bake Off etc.) and leveraging key influencers the campaign reached over 1.8 million people in its first three months.