AZO Girl was created to build a digital community for a 22-25 year-old female target. She is the superhero persona for AZO, a supplement that aids in urinary tract health. AZO Girl became the basis of the brand’s social media platform, becoming the “voice” of AZO and allowing the brand to build relevance with the target. The sassy and enthusiastic personification helped to overcome the commercial nature of the communication, providing for greater engagement in everything from couponing, emotional connections, and consumer opportunities, such as the AZO “Do-Over” contest, which gave a young woman the chance to do-over an event derailed by a UTI.
In the first five months of AZO Girl’s introduction to Facebook, the page gained nearly 15,000 followers and commensurate increase in engaged users. The “Do-Over” contest received close to 1,000 entries and generated nearly 90 million media impressions.
Now in her third year, AZO Girl has moved from an illustrated silhouette to a full cartoon character. She is the voice of all social and digital programming for the brand, and she boasts a larger social media following than most popular spirits pages.
The AZO Girl campaign as been nominated for a Markie and won PR News' Facebook Campaign of the Year.