Natural Cycles’ aim was to improve media relations following some previous negative press.
To do so we developed proactive consumer storylines which we pitched to media securing interviews and launched the biggest study into menstrual cycles (done in conjunction with UCL).
Our Approach
Taking a scientific paper from a journal, and turning it into a consumer-friendly media story which consumer, national and lifestyle press and Natural Cycles’ audience would resonate with.
Results we’re proud of
1.3bn
Online readership
3.7m
Weekly listeners tuning into BBC Radio 4 Woman’s Hour episode
2
Days post-launch the research was in the 2% of the most downloaded journal globally
All in the details
Going viral
The story went viral. Following the launch, we secured coverage in national newspapers including The Times, The Sun, The Mirror and the Metro.
High-quality coverage
We also secured coverage in key consumer titles such as Glamour, OK!, Cosmopolitan, Bustle, Refinery29 and BBC Radio 4 Woman’s Hour. This resulted in a combined online readership of 1.3 billion.
“We are thrilled with the results Aspectus achieved, particularly the launch of the study with UCL. They truly exceeded our expectations and delivered over and above the original scope. Aspectus has become an extended part of our team and we look forward to continuing to work with them.”
Elina Berglund
Co-CEO & Co-Founder, Natural Cycles
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