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REGAINE 'GROWTH COACH'
Regaine Foam is highly effective when used consistently, but poor compliance was undermining results.
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.
The campaign reframed Regaine from a product into a supported routine designed to drive long-term adherence.
Role and responsibilities: Strategy, Concept & Creative Direction.
Redbox Digital 2010
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