National launch, new product, small budget, challenger brand, crowded market. Oi’s tampons and pads are organic with no nasties. They needed brand awareness. Cato’s award-winning brand positioning was around ‘protest’. We had a great story and needed to educate the public - so I implemented a mix of Google Adwords, Google Analytics, influencers, PR, a launch party, experiential and social media advertising. Secured THREE news and the social media machine reached 25,000 Kiwi women every week. They made 2nd place google search ranking 3 months after launching.