Beinggirl.com was created by P & G’s Always and Tampax to help teen girls make sense of the physical, emotional and sexual metamorphosis taking place as they hit adolescence. This website was designed to answer questions honestly and realistically, with no questions asked – a third-degree-free alternative to judgmental parents or peers. Hence, the main selling proposition: 'beinggirl.com helps girls work it all out.' Businesswise, the teen market is the most important segment for long-term growth in the feminine care category. So if we can endear girls to these brands at a younger age, there’s a better chance of success.

Our creative solution was to celebrate and embrace the real-ness of beinggirl.com. Since we didn’t want to use the typical images found in the teen magazines we were appearing in, we chose the work of award-winning photographer Lauren Greenfield, an expert at capturing the true essence of teen girls in a documentary style -- images our advertising-savvy target could relate to rather than aspire to. Copy was based on actual questions that girls had posted on the site, ranging from relationship issues to menstrual concerns to the complexities of friendship. The end result: something provocative, entertaining and insightful.

During the campaign, beinggirl.com traffic increased by 80% and advice questions registered by teens went from 1,400 per week to 2,500, nearly doubling the average. In addition, Always Pad share for 'Teens Most Preferred Brand' grew by 7.2%. According to Ken Burkeen, Always Assistant Brand Manager, "Overall, the beinggirl.com campaign that ran for four months helped support 40,000 questions to Ask Iris, increased traffic by 80% to an average of over 500,000 visitors a month, helped increase brand preference and share among pad consumers, and created a unique bond between the teen consumer and the Always and Tampax brand."