Intro
In 2023, Holland & Barrett took a groundbreaking approach to the menopause conversation by becoming the first mainstream retailer to offer free menopause consultations in multiple South Asian languages. Recognising that many ethnic communities were being excluded from the broader menopause discussion, Holland & Barrett's campaign exemplified how we look for impact beyond the brief, innovating to do right for people, business and society.
The Challenge
Despite menopause discussions gaining significant traction in the UK mainstream, research revealed that half of women from Black, Asian, and minority ethnic backgrounds felt menopause support was overly centred on white women's experiences. Many ethnic communities remained underrepresented, with language barriers preventing women from accessing crucial support and education for navigating menopause.
Holland & Barrett needed a strategy that would ensure no woman was left out of the menopause conversation, particularly in underserved communities.
Insight
Our research uncovered that 1.6% of the UK population couldn't speak English well or at all, with approximately 60% of these being women and girls. For instance, there's no direct word for menopause in Punjabi, and the topic remains shrouded in stigma across many cultures.
We discovered that accessing support in one's native language is invaluable, especially for sensitive health topics like menopause. Data indicated that Hindi-speaking audiences, for example, would respond more positively to marketing messages in their native language.
Strategy
Our strategy centred on the powerful concept that "Every Menopause Matters." We aimed to champion and lead the real menopause experience for every woman, every symptom, everywhere.
Key strategic elements included:
- Targeting ethnic audiences previously overlooked in the menopause conversation
- Adopting a test-and-learn approach, beginning with Hindi speakers
- Developing authentic content in native languages
- Leveraging data-driven platforms to precisely reach our target audiences
- Training 4,000 store staff to recognise menopause symptoms and provide empathetic, informed advice
Execution, Solution and Innovation
Innovation in Approach
Holland & Barrett became the first retailer to offer a free, multi-language menopause online consultation service in Hindi, Urdu, Gujarati, and Punjabi.
Data-Driven Creative Solution
We developed a spoken Hindi version of a 30-second advertisement featuring Hindi-speaking women discussing their menopause experiences, highlighting the journey's universal yet distinct aspects.
Precision Targeting
We strategically targeted high-reaching data-driven platforms frequented by women seeking menopause information:
- On Meta platforms, we targeted women with Facebook or Instagram language settings in their native language
- On YouTube, we focused on channels with native language content and mobile devices set to Hindi
For targeting, we overlaid these language signals with demographic data of women aged 35 and above, crafting unique audience profiles.
User Journey
The creative content, complemented by native language copy, was distributed across digital platforms. This led customers to a dedicated landing page, inviting them to register for Holland and Barrett's consultation service, offering free personalised advice in their native language.
Result and Business Effect
The campaign delivered remarkable results across multiple metrics:
- 29% year-on-year increase in menopause-related product sales
- 2096% increase in menopause consultation bookings
- 16 percentage point growth in brand search, positioning Holland & Barrett as the category leader
- 16% increase in consideration amongst 40-60 year-olds who were exposed through CTV behavioural targeting
- 60.96% increase in website visits, driven by video-on-demand activity
The targeted Hindi media outperformed benchmarks significantly:
- YouTube: 61.5% view-through rate versus 40% benchmark
- Meta: 0.67% click-through rate versus 0.10% benchmark
- 0.06% conversion rate on language consultations versus 0.02% benchmark
- 9.8/10 Hindi consultation satisfaction rating versus 9.5 benchmark
This innovative approach to inclusivity not only delivered strong business results but also created meaningful social impact by ensuring the menopause conversation was accessible to previously underserved communities.
