To build a digital community for a 22-25 year-old female target, TTC created a superhero persona for AZO, a supplement that aids in urinary tract health. AZO Girl became the basis of the brand’s social media platform, becoming the “voice” of AZO, allowing the brand to build relevance with the target. The sassy and enthusiastic personification helped to overcome the commercial nature of the communication, providing for greater engagement in everything from couponing, emotional connections and consumer opportunities, such as the AZO “Do-Over” Contest, which gave a young woman the chance to do-over an event derailed by a UTI.
In the five months following AZO Girl’s introduction to Facebook, the page gained nearly 15,000 followers and commensurate increase in engaged users. The “Do-Over” contest received close to 1,000 entries and generated nearly 90 million media impressions.