My team was tasked with launching the "Back-there Care" campaign to target a new group of consumers we liked to call "Insecure Cleansers" who either don't realize they have hemorrhoids or are reluctant to admit it. This group was also known to try whacky home remedies to ease their itching. Our end goal was to raise brand awareness and position Preparation H as the go-to solution, emphasizing that any product used on your tooshie should come from the leader in back-there care.

We launched preparation H and their rear-end front man on instagram, putting the spotlight on an uncomfy subject—in a very “cheeky” way. So we filled the feed with boldly branded content and relatble memes—featuring bespoke booty content—all in hopes of destigmatizing hemorrhoids and encouraging sufferers to find relief.