The Feel More Natural campaign started with a simple idea: take the uncomfortable truths that the category usually ignores, and address them head on. Like the fact that first periods are scary, giving birth can be overwhelming, and asking for help when you can no longer take care of yourself can feel downright impossible.

We created a short film that showed a dad and daughter going through life’s uncomfortable moments together. Shot shockingly honest testimonials (like about what really happens after giving birth.) Made candid partner content. Awkwardly-real gifs. And even spent a 3 day weekend in a nursing home with BuzzFeed.

All of this led to a new responsive website. And a new brand that people trusted to solve their uncomfortable problems because it was shockingly honest in showing that it understood them.

We brought this strategy to life in a variety of ways:

- Lilly’s Story: A short film that told the story of a dad and daughter growing old together. It starts with him caring for her and ends with her taking care of him.

- Digital displays and site takeovers

- Original playlist and radio spots for Pandora

- An interactive product animation

- Original content with Buzzfeed, Hearst, and WebMD

- Full social support

- All supported by a new responsive site: www.madewithdrifit.com

Consumers had an overwhelming response to the campaign. In addition to sizable lift in brand recall, we received 214,000,000 impressions, over 55,000,000 views on the brand video alone, and over 1,000,000 clicks to the website, digital content, and social posts.