Trickle up to Trickle Down: How Conversations Built GoGirl

By Risdall Marketing Group

During the summer of 2008, FemMed Inc. came to Risdall Marketing Group looking for an agency that would take a chance and launch an eyebrow-raising product named "StandUp" that enabled women to go to the bathroom standing up whether they were camping, just had back surgery or were pregnant.

The product had been developed and redeveloped off and on for 10 years. FemMed came to RMG looking for guidance on marketing a product that was not only of a sensitive nature, but one that addressed a difficulty most women didn't even recognize as a problem. Over the course of the next six months, RMG gave StandUp a total brand makeover from which emerged "GoGirl," the female urination device (FUD) for women who don't take life sitting down.

GoGirl launched at the Minneapolis Women's Expo on Jan. 16, 2009, and during that make it or break it weekend, GoGirl was the most trafficked booth - getting rave reviews from everyone from female pilots to a Minnesotan beauty queen. From there, GoGirl has never looked back.

What started out as primarily an online initiative to prompt grassroots awareness and boost sales, GoGirl quickly spread both online and off. As a testament to this, within the first two weeks of going live, GoGirl was featured in two dozen TV markets as a direct result of monitoring Twitter. Since then and over the past eight months GoGirl has been:

-Interviewed on almost 30 radio stations and 30 different TV programs including The Today Show, The Doctors and Chelsea Lately.
-Featured in more than 20 top print publications all over the world including French Cosmopolitan and in 100+ blogs, news sites and online magazines including the Lifetime Network, Glamour, Marie Claire.
-In addition to the staggering amount of media coverage, web traffic topped out at 36,000 page views in one day - crashing the server several times.

GoGirl currently ranks number one on search engines for all variations of the word "GoGirl" and related product searches. In addition to raising awareness and allowing GoGirl's most passionate advocates to lead the charge, GoGirl sold out six months of inventory in two and a half months and is also moving into retail locations six months ahead of schedule.

February 2009 to August 2009

Overall Rating: (33 votes)

Share this entry:

---

 

Reviews