The challenge: Phexxi was an FDA approved new-to-market birth control designed to meet the needs of women seeking non-hormonal birth control options, but its method and mechanism of action were uncharted territory.
The problem behind the challenge: Women’s birth control options are limited and limiting.
The insight: Women are stuck in a trap of acceptance of the status quo when it comes to their reproductive health and birth control choices.
The vision: GET sexually active women WHO want to be in control of their sex lives without being limited to inflexible, outdated birth control options TO be inspired to re-evaluate their sexual health and contraceptive choices to be queens of their own sex lives BY breaking through the clutter with a disruptive, highly differentiated 360-degree campaign that positions Phexxi as a brand that gives women birth control on their terms.
Results:
94% increase in new prescriptions, 81% increase in total prescriptions, and 82% increase in dispensed units of Phexxi six weeks following House Rules launch
572k website sessions on Phexxi.com: 82.6k high-value actions, increased 171% compared to previous month on 2% less spend
2B+ earned impressions from top-tier consumer and women’s lifestyle outlets and industry trades including Ad Age, PR Week, and FiercePharma
87.8MM social media views, 9.7% average engagement rate, and 21% increase in followers - becoming the #1 followed pharmaceutical birth control brand on Instagram
Winner of multiple industry awards including a Silver Cannes Lion, Gold CLIO, and a Shorty Award
