CooperSurgical, Inc. Paragard Marketing Team
Agency Partners: Condé Nast and RXMOSAIC
Ann Peets, VP, Marketing, Global Medical Devices
Carolyn Paolucci, Senior Brand Manager Consumer Marketing
Mara Define, Marketing Consultant
Kerry Blair, Chief Operating Officer
Holly Sheffield, Executive Vice President and Chief Strategy Officer
Cheryl Bogardus, Executive Vice President, Market Development and Corporate Communications
Matt Donnelly, Vice President of Contraceptive Business Unit,
Corporate Accounts and Commercial Operations
Condé Nast Team:
Melissa Consorte, VP, Sales, Health
Laurie Nunziata, Account Director, Health Industry Sales
Rory Mycek, Activation Manager
Carla Horrilleno, Director, Beauty Marketing
Francesca DePalma, Executive
Director, Beauty Marketing
James Ferber, Group Creative Director
Erica Nadboy, Sr. Vice President
Lily Hoffman, Associate Creative Director
Kirby Cobb, Associate Creative Director
Dani Kirsch, Sr. Account Supervisor
Jackie Ziegler, Account Supervisor
Lisa Prywes, Sr. Account Executive
Chelsea Brown Ferguson, Account Executive
A Glamorous Spotlight on a Game-Changing Brand
When your mission is to elevate your brand among female voices and showcase your dedication to sexual health, there are few better places to do so than Glamour’s Women of the Year (WOTY), which for 28 years, has honored women who refuse to wait for someone else to create change. The Paragard Marketing Team at CooperSurgical, Inc. knew this would be the perfect partnership for Paragard® (intrauterine copper contraceptive), the only reversible birth control that’s 100% hormone-free and over 99% effective.
Partnering with Condé Nast and RXMOSAIC (Paragard communications agency), the team developed experiential touchpoints at WOTY to put Paragard in the spotlight and highlight the benefits of this simple, honest pregnancy prevention. For Summit Day 1, the team enlisted a graffiti artist for a memorable experience: 40+ women co-created a mural celebrating the moments when women put themselves and their reproductive choices first. In addition to a livestream of the mural development on Glamour’s Instagram (reached 20.7K), the artwork was featured in the summit’s high-traffic event space among 600 ticket-holders. Additionally, attendees received custom branded copper compact mirrors, reinforcing how Paragard works differently using one simple active ingredient—copper—instead of hormones.
On Day 2, Glamour’s Editor-in-Chief, Samantha Barry, delivered a powerful speech about “putting yourself first,” mentioning Paragard as the only birth control that gives women everything they need without the extra hormones they don’t. During the WOTY Awards on Day 3, the teams debuted a Paragard-branded “hall of mirrors” with inspiring quotes about female empowerment, reproductive health, and the power to live hormone-free. More than 400 attendees literally “reflected” on themselves and shared their “Instagrammable” moment.
For further amplification, Glamour shared three dedicated images/videos on Instagram (1.6MM reach; 2K interactions) and Twitter (1.5MM reach). Overall, the tactics elevated average daily visits to Paragard.com by 12% during WOTY, compared to the daily visitor average from the entire month.
Thanks to the dedication of the integrated team, WOTY 2018 allowed Paragard to reach strong female leaders with an important message: When women can access a highly effective birth control that’s completely hormone-free, they are able to live freely and be their best—and most real—selves.