EQUELLE “Menopause My Way” Campaign (Pharmavite LLC and AbelsonTaylor)
The menopause supplement options are plentiful. But for all the claims of success, there’s no actual proof that supplements work. Pharmavite, maker of Nature Made products, launched a hormone-free relief for severe menopause symptoms in the U.S. in 2019. At first, the supplement had limited marketing and sales support. There was little to no awareness of EQUELLE or its single-active ingredient, S-Equol. Pharmavite came to AbelsonTaylor, asking for a campaign to reintroduce EQUELLE and promote trials among the consumer audience.
Consumer insight revealed a true need. One interviewee said, “I’ve spent a lifetime getting to know what works for my body only to learn at menopause that so much of what I thought to be true has changed… I can’t accept this as the new normal.”
A new campaign called “Menopause My Way,” ran from November 2021 to January 2022. It spoke to women struggling with menopause symptoms—who refuse to accept unfounded, hormone-laden menopause treatments. A campaign combining organic social, paid social, display ads, and a revamped website introduced the target audience to EQUELLE, the hormone-free supplement with clinically validated relief.
Colorful ads with relatable women were successful in driving users to Equelle.com to engage with the brand. Overall Media CTR at 0.12% vastly outperformed industry benchmarks and drove website users up 37%. The social campaign contributed to a 6.9% follower increase in the month of December.
Campaign posts were some of the highest reached posts for the month, resulting in a 24% increase from the highest post reach in November.
