Lights by Tena launches My Pelvic Floor Fitness app with social campaign

Feminine liner brand Lights by Tena has launched a social media campaign to drive awareness and downloads of its My Pelvic Floor Fitness mobile app.

The second phase of the Lights by Tena social campaign will be a selfie competition.

Developed in partnership with MSc physiotherapist Paula Igualada-Martinez, the app features daily reminders and helpful tips about Kegal exercises to help prevent what the brand describes as ‘little leaks’.

The first phase of the campaign, developed and delivered by Media Bounty, uses short-form video to ask viewers to ‘squeeze along’ in time with the onscreen action, highlighting the simplicity of Lights by Tena’s exercise techniques. The piece concludes by promoting more helpful tips via the app, with the Facebook ad format supporting easy installation.

Jake Dubbins, managing director of Media Bounty, which developed and delivered the social campaign, said: “Our challenge was to promote the app to a hyper-targeted UK audience, driving awareness and downloads. We took things one step further by developing a series of content designed not only to meet our primary objectives, but also encourage real-time user participation, demonstrating the ease of the app’s exercises.”

This week’s launch precedes an upcoming video-led social competition, encouraging users to share a selfie of their facial expression while performing the app’s ‘EZsqueeze’ pelvic floor exercises, while at home or out-and-about.

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