Case Study: TENA Men raises awareness and drives 25,000 sample requests with Facebook

TENA Men - Customer Case Study

TENA Men, a sub-brand of SCA Hygiene with over 50 years’ experience in incontinence care across 90 countries, wanted to raise awareness of the sensitive issue of male incontinence and position its products as a trusted way for men to “regain control.” The challenge was to break the taboo, reach a large target audience of older men, and drive discreet trial and consideration.

TENA Men ran a three-stage Facebook campaign—attention-grabbing video ads to introduce its Stirling Gravitas character and break the stigma, retargeted carousel ads to provide more information and drive site traffic, and lead ads with prefilled forms to enable discreet sample requests. The campaign reached 4 million men, delivered 150,000 link clicks, generated 25,000 sample requests in H2 2016, and saw 90% of sample-request respondents purchase or intend to purchase.

TENA Men

Ric Roberts

Digital Marketing Manager