When tasked by Lo Loestrin Fe to amplify their Are You in the Lo? direct-to-consumer campaign empowering women to be proactive and research their pregnany prevention options, we were not expecting to have to execute it during the peak of a global pandemic.

After securing the women to be featured in this video series, including Riverdale actress Madelaine Petsch, Lifestyle Blogger Brooke Miccio, and two “everyday” Lo Loestrin Fe patients, I was the lead Copywriter and Script Supervisor over the course of four - completely remote - video shoots.

Conducting video shoots over Zoom certainly came with its set of unique challenges, being sure to not sacrifice quality of the final content and meeting all client and legal requirements along the way. Taking all of this into account, we were still able to launch this campaign during the brand’s most important time of year, back-to-school season.

The hard work paid off, as our influencer content drastically outperformed industry benchmarks when it comes to Engagement Rate of in-feed content (Brooke Miccio 29%) and Retention Rate for IG Stories (Madelaine Petsch 85%). Additionally, Lo Lo’s Instagram channel enjoyed a 33% increase in followers, and media coverage amassed over 1.32 billion impressions with 40+ pieces of top-tier coverage.