Meeting vulnerability with visibility. Reshaping a category with TENA

TENA identified a critical gap in the incontinence category: millions of people were searching for answers in private, but few brands were meeting them with credible, helpful solutions. In a market shaped by stigma, silence and overwhelmingly unbranded search behaviour, the opportunity was clear: show up first, answer real concerns and change the narrative. 

Our objective was to grow organic visibility and share of search for TENA and its products, building brand awareness and trust by facilitating more open, informed conversations around incontinence. To do this, we developed a multi-channel strategy combining technical SEO, onsite content and digital PR. Grounded in search data, consumer insight and expert-backed storytelling, we created a monthly content engine and quarterly hero campaigns that tackled taboo topics with honesty, relevance and cultural resonance. From public restroom accessibility to intimate skincare and challenging male stigma through sport, the work turned vulnerable consumer needs into search-led, newsworthy, human stories. 

The results were transformative. Organic traffic increased 233% YOY, TENA captured a 19% share of non-branded search and delivered 477M in campaign reach – and because of the conversions we started, more consumers started searching for TENA and its products with 22% MOM branded search increase – firmly positioning TENA as a category leader.