Feminine care leader Summer’s Eve enlisted Coyne to encourage tech-savvy millennial women to talk about feminine hygiene on social media. To tap into the sharing spirit of the millennial generation and create buzz around a taboo topic, Coyne developed a strategic program that would amplify engagement for Summer’s Eve across social media and establish the brand amongst a younger generation as a trailblazer that was at the forefront of women’s wellness. The program would challenge popular female influencers to talk about their “not so fresh” moments throughout the day and discuss how Summer’s Eve products offered a quick and easy pick-me-up so they could feel their best.