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REGAINE 'GROWTH COACH'
Regaine Foam is highly effective when used consistently, but poor compliance was undermining results.
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To address this, we created a digitally led campaign that coached men through the 16-week routine using a sympathetic, motivational “drill instructor” character. Email and mobile reminders helped build daily habits, supported by adaptive CRM content with tips and anonymous encouragement from others at different stages of the journey.
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The campaign reframed Regaine from a product into a supported routine designed to drive long-term adherence.
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Role and responsibilities: Strategy, Concept & Creative Direction.
Redbox Digital 2010
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