FemTech Brand INNOVO Revolutionises Women’s Health in New Campaign

Although one in three women experience Stress Urinary Incontinence (SUI) at some point in their lives, public and media taboos around the topic have exacerbated the physical and mental stress caused by bladder leaks, while common remedies like pads and adult diapers are often considered inconvenient and less than comfortable.

To provide women the opportunity to live life free from bladder leaks in as little as three months, consumer medical company Atlantic Therapeutics paired compelling new creative with a smart approach to television advertising to boost awareness and adoption of INNOVO, a non-invasive solution that treats the cause of bladder weakness in women via a unique wearable technology approved by the FDA with no prescription needed.

“As we moved into 2022, we recognised our early progress in building a disruptive brand in a huge category dominated by strong incumbents,” said Susan Trent, CEO of Atlantic Therapeutics. “To accelerate that progress, we needed to deliver a highly persuasive message that motivated women to change their beliefs and behaviours around bladder leaks. And as a scaling start-up business, media efficiency was a critical element in landing the message to the right audience. That was the challenge we set to our partners.”

For a complete refresh of its commercials, INNOVO enlisted Quirk Creative, an award-winning advertising agency specialising in video-based campaigns. Quirk Creative produced new spots that communicated the superior and clinically proven benefits of the innovative, pelvic-floor-muscle-strengthening shorts in a smart, sensitive and informative manner that both educated and engaged viewers.

“As one of the many brands we represent in Quirk’s FemHealth practice, we used our experience and expertise in the feminine healthcare space to create a unique campaign for INNOVO’s unique solution to incontinence,” explained Wren Sieber, creative director at Quirk Creative. “The spot focuses on the target audience's real emotional trigger moments – first as floating dream sequences, symbolic of our audience’s desire to engage, and then again in real time, to be able to run, jump, and laugh, feeling the impact of the shorts.”

In order to effectively reach women over 35 with active lifestyles who were past or current users of products from its competitors, INNOVO turned to Simulmedia, the leader in truly cross-channel TV advertising. Simulmedia’s patented TV+® platform helped INNOVO forecast where its target audience would be watching TV and then activated against that audience at guaranteed scale with a national data-driven campaign.

“Our TV+ platform’s unique planning, buying, activation and measurement capabilities as well as direct access to premium video inventory from over 250 networks and streaming services enabled INNOVO to get its ads more broadly in front of females across the US,” said Dina M. Roman, senior vice president of sales, Simulmedia. “This allowed the brand to cost-efficiently spread its powerful message, grow awareness and drive online sales.”

INNOVO’s strategy resulted in a dramatic and measurable impact on all key performance metrics, including: a 265% lift in site visitors, a 199% increase in customer response rate, a 60% increase in ‘Add to Carts’ on the company’s website and a significant 45% reduction in cost per site visitor to the company’s website.

Most importantly, the partnership and combined efforts of INNOVO, Quirk Creative and Simulmedia ensured that hundreds of thousands of women across the US no longer have to suffer or be embarrassed by incontinence and now have the opportunity to, in the words of the new TV spots, ‘do what we love – without worrying.’