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Playtex 'Girl Talk' Campaign Taps Into Women's WOM
Last week, Playtex launched its "Girl Talk" campaign, which includes elements of online word of mouth, to foster discussion of something that the company says women are talking about already: their bras.
"After two years of in-depth research with our consumers, we came to understand how women truly feel and speak about bras and their bodies," said Vicki Seawright, marketing director for Playtex intimate apparel. According to the company, women are witty and irreverent when having conversations about their bras, and that's something Playtex hopes to tap into.
Traditional elements of the Girl Talk campaign, such as T.V. and magazine ads, will focus on driving women to Playtex's microsite, http://playtexfits.com, where they can send e-cards, submit their own bra stories, and read the stories submitted by other women -- all in the hopes of driving word of mouth around the Playtex brand.
Learn more (Press Release)
Learn more (DM News)
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After going to Fashion Week and seeing the campaign that Playtex put together, I think they accomplished exactly what they were out to do... that is make women open up and feel comfortable talking about their boobs and the problems/joys that come with having them. As far as creating word of mouth they couldn't have been more creative then having beautiful models walking around with TV's attached to their chest displaying commercials. It made me laught when I walked in and brought a playful atmosphere to the event.