A clever cost effective way to engage and build consumer loyalty in young girls by informing them about an embarrassing subject (tampons). A cute, fun and accessible character named Obie was created to help them through a confusing difficult time. The website was place where they felt safe, private, and secure. Obie was the personification of the brand O.B. and became their friend and educator.

The target was first communicated to via postcards, targeted radio commercials, and web banners placed on their favorite sites The teen girls were driven to a new website where they were introduced to a charming dog cartoon named Obie. At the site they made friends with the character, learned, played games and experienced the brand as no one had before.

The campaign was a success. For example Internet banners performed at double industry standards. After just two months of exposure, 1 in 4 girls were familiar with the Obie character online. One month after launch sales went up an average of 15%. Brand awareness shot up 23%. Top two-box purchase intent among the target was up 31% over just 6 months. The client was thrilled at the unexpected solution and results.