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Thursday, May 20, 2010

A Brand Worth Standing For: GoGirl Campaign Earns Gold SABRE Award

Risdall McKinney Public Relations (RMPR) last week won one of the nation’s top public relations awards, the Gold SABRE Award, in the “Marketing to Women” category for its work with GoGirl. The campaign by RMPR was chosen over campaigns by notable brands including Frito-Lay, Unilever, Florida Department of Citrus and Milk Processor Education Program.

The integrated communications campaign for GoGirl, a female urination device that allows women to pee standing up, was launched in January 2009. Since its launch, GoGirl has taken the feminine convenience market – and the world – by storm.
“The agency perfectly executed establishing a women’s lifestyle brand and a ‘normal’ identity for the product,” said Sarah Dillon, president of GoGirl. “They created an overwhelming buzz around the product all while building sales for the company.”
The campaign – including experiential marketing, events, a website, search engine optimization, social media, sponsorships, advertising and retail channel outreach – has been acclaimed by the communications industry for its success.
From Twin Cities TV station WCCO to CNN, “The Doctors” and “TODAY,” media fell in love with GoGirl and the opportunity it provides women to stand up to crowded, disgusting, distant or nonexistent bathrooms. GoGirl became an online heavyweight as well with its Facebook and Twitter presence.
The newfound ability to go anywhere has resonated with women worldwide. More than 140,000 GoGirls have been sold to date, the product is available from more than 175 retailers nationwide, and GoGirls are being shipped to 18 countries.
In addition to The Holmes Group recognizing the campaign with a Gold SABRE Award, the Minnesota chapter of the International Association of Business Communicators (IABC) gave GoGirl and the agency a Bronze Quill Award of Merit last week for the social media campaign. And in March, the campaign won four awards -- “Media Kits (Products),” “Social Media,” “Marketing Products (New – Budget > $75,000),” and “Industry Campaign of the Year (Consumer Products),” at the Minnesota Public Relations Society of America Classics Awards.
“Women of all ages have embraced GoGirl and made it the market leader,” said Joel Swanson , APR, senior vice president of RMPR. “Our playful and conversational campaign focused on the freedom GoGirl enables for active lifestyles.”