SENOKOT Constipation Confessions
Media Relations Social Media and Influencer Marketing
Driven predominantly by embarrassment, there’s a “poo taboo” in Canada that’s affecting the health of our nation.
Canada is a nation of passive sufferers ¾ nearly 75% of Canadians experience occasional constipation, yet 45% of sufferers don’t take an approach to treatment. SENOKOT Laxatives turned to Strategic Objectives to raise awareness of occasional constipation and normalize conversations to help improve our quality of life.
The challenge
Break the “Poo Taboo”
Lack of knowledge and embarrassment around issues involving digestive health form barriers to the broad consumer market for SENOKOT. To regain lapsed users and attract new customers, there was a need to educate Canadians and encourage conversation through fact-based, relatable information about digestive health. There was also an opportunity to differentiate SENOKOT from its competitors by highlighting its key ingredient, natural senna, a plant laxative used for centuries.
The solution
Connecting Through Facts and Humour
We created a “Constipation Confessions” campaign featuring multiple media formats to build a safe space to discuss digestive health and profile SENOKOT as a natural, overnight solution to occasional constipation. Elements included:
- Consumer Survey – Provided newsworthy stats and facts concerning Canadians’ attitudes towards constipation and its treatment.
- Poo Emoji Mailer – Produced an innovative mailer for key media and influencers featuring an almost-to-cute-to-eat chocolate poo emoji smash cake. When shattered with a branded mallet – quite literally breaking the “poo taboo” – SENOKOT product was revealed as the effective solution.
- Influencer Partnerships – To generate social buzz, SO cast a popular set of social media influencers who weren’t shy about sharing their Constipation Confessions and the benefits of SENOKOT.
- Podcast Partnership – A sponsored podcast shared relatable and humorous anecdotes along with educational information to reach core consumers of varying ages.
- Camera-ready Newspaper Articles – To jumpstart conversations around Constipation Confessions and educate Canadians about SENOKOT through nuanced messaging.
Our unique and original combo of facts with lifestyle anecdotes fostered branded chatter around digestive health.
Our unique and original combo of facts with lifestyle anecdotes fostered branded chatter around digestive health.
The results
- IABC/Toronto OVATION Award Winner – Marketing Communication
- Client reported above-expectation sales increases during our campaign
- 3.6 million mainstream media impressions – 100% included brand key messages
- 840,000+ social media impressions – almost 3x target
- Positive influencer engagement rates as high as 5.5%
Results
Does your brand need help cutting through the clutter? Are you looking for fresh thinking and modern storytelling that gets results?
Please contact us to collaborate on award-winning campaigns. We can’t wait to get started!
