MIDOL
In 1938, Midol® was the first OTC brand to enter the niche world of menstrual pain relief with an effective, safe solution.
The Goal: End the normalization of discomfort by bringing Midol’s OTC and drug-free relief to the masses.
Midol approached my team to create a social forum that established Midol as the trusted menstrual-care advocate people with periods never had.
What We Did: Developed creative that brought Midol from 1938 to 2024.
We created a social TOV that matched their recent rebranding. Then, we identified 10 culturally relevant cohorts to test content again and see where our niche was on each platform. We did internal research, surveys and brainstorms to relaunch Midol’s platforms with a bang.
4 M+
views
26k+
likes
3.36%
ER
ORGANIC SOCIAL CONTENT + STRATEGY TEAM 🫶
Mary Wagner CREATIVE DIRECTOR / Alyssa DeMarco SENIOR CREATOR / Allie Lustbader SENIOR ART DIRECTOR / Alexandra Dye ART DIRECTOR / Rachel Dicker COPYWRITER / Macy Brandon CREATOR / JESSIE LEVY CREATOR / Christi Frateschi
The Content
Whether by educating you on you menstrual cycle, helping you feel connected to the community of people with periods, showing you how to reach for multi-symptom relief, or bringing relatable, comedic relief, we made periods more comfortable, one post at a time.
The Strategy