TL;DR (A QUICK SUMMARY)

In a declining pregnancy test category with two major players, First Response needed to reclaim its leadership and came to us to help turn the tide. Through the Hypersensitive campaign, we brought to life the heightened physical and emotional experience of the three-minute wait— speaking to women hoping for either outcome and reinforcing First Response as the most sensitive test when it matters most.

THE BRIEF

Background

The pregnancy test category was experiencing declines as household penetration decreased and consumers traded down to less expensive options.

Challenge

As the premium-priced brand in a declining category at claims parity with their major competitor, First Response needed to reverse sales and share trends by restoring its position in consumers’ minds as the go-to pregnancy test based on trusted, accurate results.

Assignment

Create an anthemic brand campaign that appeals to two different mindsets – both women who want to be pregnant and those who don’t.

Target

Women 18-34 who need to take a pregnancy test and want a fast and accurate result.

Strategy

Sensitivity is our strength.

Our approach in this campaign was to highlight sensitivity as our point of difference and bring it to life both functionally and emotionally.

Emotionally– We believe support, understanding and being right matters.

Functionally– That’s why our First to Detect™ Technology is sensitive enough to pick up all forms of the pregnancy hormone, giving you early results.

The Idea

Sensitive to you.

In our campaign, we brought people into the visceral, ASMR world of taking a pregnancy test - physically and mentally. We showed how our senses are heightened in the moments you wait. In these moments, every sound, thought, and second is amplified. And through it all, regardless of the outcome, First Response is there, meeting women with sensitivity and trust when they need it most.