First Response
First Response
“Am I?” Campaign
Why is every pregnancy test commercial a happy couple hoping for a positive, when that’s not always the reality?
Partnering with First Response, we created the “Am I?” campaign that highlights all the different emotions that come with asking, “Am I pregnant?”
There’s no more important question. There’s no more certain answer. First Response is the answer.
Rapid Result Product :06
First Response Rapid Result Pregnancy Test tells you if you’re pregnant or not in just 60 seconds. The target for this product is often the women who are not ready for a baby right now. For this spot, we tapped into the mindset of a woman hoping for a negative pregnancy test result.
Early Result Product :06
First Response Early Result Pregnancy Test can tell you if you’re pregnant 6 days before your missed period; therefore, this target is often women who are trying for a baby. For this spot, we tapped into the mindset of a woman hoping for a positive pregnancy test result.
Triple Check Product :06
First Response Triple Check Pregnancy Test Kit gives you three different ways to test in one box. The target for this product is often women who have been trying for a baby for a while and want extra reassurance when taking pregnancy tests. For this spot, we tapped into the mindset of a woman really, really, really hoping for a positive pregnancy test result.
Social
Am I about to share good news this holiday season? We hope so! Trust First Response, America’s Most Trusted Pregnancy Test Brand*, to give you accurate results this holiday season.
Am I going to need a bigger Thanksgiving table next year? Thanksgiving is a time for family, which makes some of us wish for kids and some of us realize we are not ready. Wherever you are on your fertility, pregnancy, or life journey, First Response wishes you a happy Thanksgiving! 🦃
Am I about to make her an older sister? We hope so! First Response is excited to be part of your journey as you grow your family 👪 And we'd love to hear about the moment you told baby #1 that they were no longer an only child. Happy tears? Tantrums? Tell us in the comments below!
Banner Ads
Some people hate making banner ads. I see a chance to write copy that will load before the rest of the page, upsetting people at first, until they read my copy and become instantly grateful for the existence of banner ads.
A rainbow baby is the first baby born after the mother has experienced a previous miscarriage. As this banner ran on WEBMD, we wanted to use language that these women recognize and give them a hopeful message as they prepare to bravely try again.
Launching the New EasyRead App
The most important part of asking “Am I?” is knowing the answer. To give our consumers double the confirmation, we introduced the EasyRead App. Here is our introductory :15 OLV and our E-Comm video explaining how to use the app.
