My team was tasked with launching the "Back There Care" campaign to target a new demographic, specifically "Insecure Cleansers" who either don't recognize their hemorrhoids or are reluctant to admit it. This group was also known to try whacky home remedies to ease their itching. Our strategy was to position Preparation H as the go-to solution, emphasizing that any product used should come from the leader in back-there care.

To make Preparation H more relatable, we infused the campaign with humor, incorporating butt puns and a fresh aesthetic through custom photo shoots and witty content aligned with trending memes on Instagram. We aimed for a balance between creativity and subtle branding to ensure the brand seemed approachable and real while still satisfying client expectations.