Stripes Menopause Community Co-Creation Launch
Influencer MarketingMG Empower co-created the US launch strategy and brand identity for Naomi Watts' menopause brand Stripes, and reports influencer content drove over 5M+ impressions in two months.
About the campaign
Stripes launched in the US with a brand identity co-created by MG Empower, and influencer content drove over 5M impressions in two months. Stripes is a menopause wellness brand founded by actor Naomi Watts in collaboration with Amyris Inc. It asked for a brand positioning playbook and a go-to-market strategy for its US launch.
The agency organised a three-day co-creative experience with menopause experts, brand leaders, influencers, creatives and Naomi Watts. The group developed insights and found the brand voice, built on the idea of Stripes as a safe space. Influencers engaged their online audiences in real time and invited them to join the conversation.
The agency reports over 5M impressions in the first two months after launch. Instagram followers grew by +118K, and one TikTok went viral. Overall EMV reached $624.8K. Press coverage included Forbes, Harper's Bazaar, WWD, Women's Health and Oprah Daily.
Case in 60 seconds
Stripes, the menopause wellness brand founded by Naomi Watts with Amyris Inc., needed a full positioning playbook and a US go-to-market plan, while it could not be seen as just another celebrity wellness brand.
Many people are uncomfortable discussing menopause, yet a larger share want to learn about it, so a brand that offers a safe space and resources meets a demand that stigma has kept quiet.
Stripes was positioned as a safe space that breaks the stigma around menopause and offers resources to people going through it, with that thesis carried from launch strategy into mission and tone of voice.
Over three days, MG Empower brought menopause experts, brand leaders, influencers, creatives and Naomi Watts together in a co-creative session, while influencers engaged their online audiences in real time and invited them into the conversation.
MG Empower reports over 5M impressions in the first two months after launch, +118K Instagram followers, a viral TikTok and an overall EMV of $624.8K, alongside press coverage in titles including Forbes, WWD and Oprah Daily.
Strategy Breakdown
Creative & Execution System
Assets & channels
- TikTok
Partners
- MG Empower
Participation mechanic
- Diverse members of the menopause community took part in a three-day co-creative experience that shaped the Stripes brand voice, and influencer content invited online audiences to join the conversation.
Results & Evidence
| Metric | Value |
|---|---|
| Impressions | over 5M+ impressions |
| Instagram Followers | +118K Instagram followers |
| EMV | $624.8K EMV |
Why MG Empower's strategy worked
- 1
Bringing the target community into the room where a brand voice is written gives a celebrity-founded brand credibility it cannot claim alone, because the voice is built from the people it addresses.
- 2
Influencers who share a co-creation session with their audiences in real time turn a closed working process into public content, so the session keeps generating connections long after it has ended.
- 3
On a stigmatised subject, the gap between discomfort with talking and appetite for learning is the opening, because a brand that teaches gives people a reason to engage without asking them to disclose anything.
Results
6.46M
Impressions
-60%
Cpm vs contracted
-70%
Cpa drop since launch
Results
+248
Content pieces
5.4M
Potential reach
3.91%
Engagement ratio