Every aspect of the campaign was developed to drive traffic to the site and position beinggirl.com as a trusted resource for girls. Relevant print ads featuring questions submitted on beinggirl.com established the campaign’s tone and drove girls to the site for answers. The Web site’s 'Ask Iris' column ran in Twist magazine, reinforcing site relevance driving online traffic. A Teen People contest invited girls to design and select the next Tampax ad at beinggirl.com.

By connecting with the values of guidance and trust, this campaign drove over 400,000 incremental visitors to the site — besting the efforts of all other categories affiliated with beinggirl.com. National site awareness was up 60%, questions to 'Ask Iris' rose 62%, and 100,000+ monthly visits were attributed to our campaign.