The Gut Gap

MiraLAX wanted to change its perception from a laxative to a modern gut wellness brand. The campaign also aimed to increase awareness of The Gut Gap, which the source describes as women being more likely to be constipated than men. Linqia’s contribution sat within a broader celebrity-led campaign, using a comedian and real consumer conversations to bring the topic into social content.

The agency worked with Robyn Schall, whom the case page identifies as both a comedian and a MiraLAX fan. Linqia produced on-the-street content in New York City, with Schall interviewing consumers about The Gut Gap and handing out samples of the product. The street-interview mechanic made consumer responses part of the material, while Schall supplied the host role. The source presents this work as an addition to the larger campaign, rather than a complete description of every campaign element.

Linqia reports that campaign social content generated 6.5M impressions and 194K interactions in the first 24 hours. It also reports a +31.2pt increase in unaided brand awareness within a few weeks and +10.1% dollar sales growth in the 12 weeks following launch. The timing of the sales measure should not be read as independent proof that the street content caused the increase. The public case study supports these agency-reported figures and the interview mechanic, but does not disclose the awareness-study method or isolate the contribution of this activation.