Increasing organic traffic by 80% for Lil-Lets

Lil-Lets is a feminine hygiene brand selling in markets around the world.

Lil-Lets wanted to reach two very different groups: pre-teens and teens, and women aged 25 to 50, in a global market.

It needed to build awareness of the brand and also share helpful guidance content and its product range with both audiences, against competition from bigger, more aggressive brands.

We started by interviewing the Lil-Lets team to understand their view. We then ran surveys with user groups: women with pre-teen and teenage children, and young women themselves.

This told us what people wanted from a feminine hygiene brand, and shaped content and ads with a 'magazine' feel: guidance, free samples, access to experts, and interactive content, animation and video.

Design followed Lil-Lets' global guidelines, adapted for regional and target-market needs. We created two parallel websites, one for each audience.

In store and on pack, we promoted the chance to share views on women's health topics, inviting consumers into the community. Online, interactive elements, video and animation turned complex information into short, clear explainers, covering the period cycle, how to measure bra size and how tampons work.

The launch was supported offline with advertising, pack promotions and in-store activation.

Lil-Lets reached further into both target groups than it had before, even against larger competitors. Organic traffic rose by 80% and the sites attracted more than 10,000 additional visits.