Market Research
Savvy Marketers LLC partnered with Organon to revitalize the NuvaRing brand in the United States and around the world. Integral to the process was market research conducted in five countries, including the U.S., Canada, Mexico, Brazil, & Italy, to understand what NuvaRing means to women. The research specifically targeted women’s perception of oral contraception, and sought to better understand what women look for when it comes to consumer education and health professional recommendations. Based on the research findings, Savvy Marketers LLC crafted NuvaRing’s vision, mission, purpose, and brand positioning.
Rebranding
Savvy Marketers LLC designed and developed the NuvaRing logo, style guide, messaging, website, and brand packaging. The new website increased web traffic by over 122%, saw a bounce rate of less than 5%, and funneled over 71k visitors to product pages across the website, resulting in a 225% return on ad-spend. Furthermore, 32% of the total sales came from new brand users, driven by educational videos and value-added content created by Savvy Marketers LLC.
Advanced Market Research & Consumer Intelligence,
Brand Strategy & Positioning, Branding,
Identity & Packaging Design, Omnichannel and Digital Media
Revitalizing NuvaRing Amid Unclear Consumer Perception of the Category
NuvaRing, a flexible vaginal birth control ring, needed to revitalize its brand presence in the U.S. and globally. The brand lacked a clear understanding of how women perceived it relative to oral contraception, and required a refreshed identity, messaging, and digital experience to drive consideration and conversion.
A Five-Country (USA, Canada, Mexico, Brazil, and Italy) Research Program Grounds a New Brand Platform
Savvy Marketers grounded the brand revitalization in deep consumer understanding. A multi-market research program across five countries uncovered what NuvaRing meant to women, how they evaluated contraception options, and what role education and healthcare professionals played in their decisions. These insights became the foundation for a new brand platform — vision, mission, purpose, and positioning built for today's woman.
New Logo, Messaging, and an Education-First Digital Experience
Savvy Marketers designed and developed NuvaRing's new logo, style guide, messaging architecture, packaging, and website. The digital experience was built to educate first and convert second, anchored by value-added content and educational videos that demystified the product and guided women from awareness to consideration to action.
122% Traffic Growth, 225% ROAS, and 32% Sales From New Users
The revitalized brand drove a 122%+ increase in web traffic with a bounce rate of less than 5%, funneling over 71K visitors to product pages and delivering a 225% return on ad spend. Notably, 32% of total sales came from new brand users, driven directly by the educational content Savvy Marketers created.
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