How iMP took Flo App's anonymous community conversations off the screen and onto the streets of London. We turned period taboos into a high-footfall, high-impact experiential campaign.
The core mandate from Flo App for this female hygiene marketing campaign was unapologetic: The way women’s bodies and reproductive systems work is never TMI.
The brand wanted to address the deeply rooted social hesitation around discussing normal bodily functions. These range from irregular menstrual bleeding to natural cervical mucus and gastrointestinal changes during cycles. The strategy behind the Flo App PR stunt was built on three distinct deliverables:
To answer the brief, iMP designed a high-impact, physically disruptive guerrilla marketing format staged across London’s heaviest retail footfall corridors.
To visually jar the public out of their daily routines, our female brand ambassadors were styled in signature, vibrant pink head-to-toe morph suits. This styling choice served a dual purpose: it ensured maximum visual disruption while reinforcing the theme of user anonymity within intimate health spaces.
Instead of handing out standard promotional flyers, our street teams distributed custom-printed copies of “The Menstrual Issue” (TMI) a realistic newspaper layout displaying massive headlines focusing entirely on the hidden symptoms of the menstrual cycle.
Executing a bold experiential campaign dealing with intimate themes requires precise management. iMP handled every operational touchpoint of this Flo App PR stunt flawlessly:
By openly presenting headlines regarding vaginal discharge, heavy periods, and cycle-related symptoms, the campaign successfully stripped away the historic shame associated with female anatomy.
Polite campaigns yield forgettable metrics. If you are a female hygiene product manager, wellness brand director, or intimate care innovator ready to launch female hygiene marketing campaigns that spark mainstream media conversations, flood social feeds, and build genuine market equity, you need an execution partner that isn’t afraid to make a statement.
Every iMP activation is staffed by trained brand ambassadors operating under a strict conduct framework. For this campaign, that meant coordinated briefings, defined location boundaries, and a dedicated on-site lead managing public interaction throughout.
We handle every operational touchpoint. That includes staff scheduling, transit routing, content capture shot lists, and real-time deployment. For Flo App, teams moved via the London Underground on a precise timeline from morning briefing to peak footfall activation.
We mine a brand’s owned community data for the tensions their users already feel but don’t say out loud. For Flo App, that meant pulling real anonymous posts from their Secret Chat and turning them into newspaper headlines. This made the digital conversation impossible to ignore on the street.
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Had a wonderful experience working with David and the whole iMP team for an event this summer! David went above and beyond to help wherever possible and the branded ice cream van turned out beautifully. Hope to work with iMP again soon!
Brand Manager, ETTG
We partnered with iMP Sampling & Experiential for a summer campaign with one of our clients, and we couldn't be happier with the results. They executed a total of 42 in-store events nationwide, and their team's expertise in sampling and experiential marketing truly shone through. The staff were great at engaging with customers and helping us to achieve our goal of increasing footfall and participation at each event.
Account Director, CreativeRace
We worked with iMP for our event stand and staffing of the Ideal Home Show. David and the team were fantastic, our stand was incredible and we had so many compliments on it. The staff were great, they are really high energy and engaged our consumers at the stand. I would highly recommend if you are looking to run any sampling or experiential events for your brand.
Brand Manager, Snuggledown
David and team at iMP are the real deal - kind, personable, dependable, professional, and offer a craftsmanship that rivals any agency I've encountered in my career. We will absolutely be using iMP again for any future UK activations (if they will have us) and highly recommend for any companies seeking an incredible experience - ESPECIALLY if you're a US-based team like us, and need an expert on location.
Brand Director, Life360
Hiring iMP for an event I was leading on for a new client was a great decision. They turned around a high quality sampling event and promo vehicle with a very short turnaround time, and their staff on the day were incredibly enthusiastic and professional. They made the process easy and the client very happy, we'll definitely be working with them again.
Brand Director, Lee Kum Kee
We worked with iMP on stands for two different events and were thrilled with the quality of the items we received. The team executed our brief to a fantastic standard, working to a tight turnaround to deliver all materials required for both events, and were extremely supportive and quick to respond to any questions we had throughout the process. Thank you iMP for your work on this project to ensure we had incredible activations at both of our events!
Brand Manager, BOL Foods
