How do you talk to a group people don’t even know they’re part of?

To launch Versalie, a new brand of menopause care tools from J&J, we took advantage of the TikTok algorithm to talk to women right where they were listening - online, to each other - with intimately relatable content built to help change the conversation.

Starting from the insight that most women entering the early stages of menopause* don’t realize that menopause is the cause of their issues, we worked with menopause experts, leading doctors, and content creators to create a campaign of finely-targeted content that would hit women’s TikTok feeds right when they needed it most, even if they didn’t know it was the info they needed.

Each video was designed around a topic we knew our audience was talking about, and blended TikTok-friendly formats with expert medical advice to ensure we’d catch her eye and leave her thinking about what she learned. Then, we let the algorithm find our audience for us - and it did.

*If you’re skeptical of finding this audience on TikTok, perimenopause can begin in your 30s!

Take a scroll through our launch content:

We also created a series of long-format videos with our experts covering some of the most significant topics that come up for women at the beginning of their menopause journey, to help establish us as a real authority and ensure that no question was left unanswered.

The content was also adapted for short paid media and social, ensuring that the conversation reached our entire intended audience.