How Opill Made Birth Control More Accessible With Snapchat Ads

From Rx to OTC

Imagine a world where accessing birth control is easier than ever. After nearly a decade of research and collaboration, that’s exactly what Opill achieved in 2023 when it became the first FDA-approved over-the-counter birth control pill — marking a major step forward in reproductive health and helping more people access the safe, effective contraception they deserve.

However, getting the word out about this groundbreaking product wasn’t easy. It would be an uphill battle, educating Opill’s target audience about the accessibility and benefits of the product in a crowded market.

That’s where Snapchat came in.

Spreading Awareness to Gen Z Women

Partnering with Snapchat proved to be a strategic move for Opill. It allowed the brand to leverage the platform’s unique ad formats and extensive reach to connect with a younger consumer demographic.

Opill’s Snapchat advertising campaign was specifically tailored to connect with women aged 18-24, who are the primary users and purchasers of the product. The campaign used a mix of engaging Commercials and far-reaching Tile-less Story Ads to drive awareness and capture attention.

The non-skippable Commercials helped the message stick, while the Tile-less Story Ads connected with an additional 3.1 million Snapchatters, significantly expanding the reach of the campaign. The creatives used in the campaign effectively highlighted Opill's unique value proposition as the first over-the-counter birth control pill that requires no prescription.

Over-the-Counter Success

The results of the Snapchat advertising campaign were nothing short of amazing, with Commercials driving a remarkable 24% increase in brand awareness and double-digit lifts in ad and message awareness.¹ And the poignant and informative creatives effectively communicated Opill's unique value proposition, addressing concerns and misconceptions while resonating with the target audience.

The specific results of the campaign were as follows:

• 13 point lift in brand awareness

• 12 point lift in ad awareness

• 11 point lift in message awareness

• 3.6x higher brand awareness than US benchmarks

• 2x higher ad awareness than US benchmarks

• 5.2x higher message awareness than US benchmarks¹

The campaign's success in increasing brand and message awareness — along with its ability to effectively engage and inform the target audience — demonstrates the value of strategic partnerships and innovative ad strategies.