Playtex Sport is cottoning onto millennials? affinity for mobile video by rolling out new YouTube clips featuring four female athletes and inviting consumers to interact with the campaign hashtag on social media for a chance to receive a prize pack curated by one of the influencers.

The tampon brand has teamed up with agency Beeby Clark+Meyler to roll out the ?Ready, Set, Play On? campaign, which aims to remind women not to put their lives on hold during their periods. Playtex Sport is ramping up to appeal to its target audience of millennials and Generation Z consumers by distributing a slew of mobile-first content ? featuring four well-known female athletes ? across its social media accounts and giving individuals an incentive to participate in the campaign for a chance to win an exclusive prize pack.

?We believe that people consume, share, and interact with content they love ? and sometimes that happens to be an ad,? said Tom Beeby, principal and chief creative officer of Beeby Clark+Meyler. ?Influencer marketing, when properly done, gives the fans more of the content they love from that influencer?and also gives the influencer a chance to do something they might not have been able to do on their own, thanks to the funding provided by the brand.

?That?s how you make the influencer passionate about the opportunity," he said. "The brand is simply a natural part of this awesome new story she can produce for her fans. In the case of Playtex Sport, the young female athletes we feature talk about how they get ready to Play On?to do what they do so well?to do what their fans love to watch them do.

?For these young female athletes, being comfortable and confident while on her period ? not letting that stand in her way ? is where she relies on Playtex Sport. This makes us an integral part of her gear. And if it?s a no brainer for her, it just might be for you (the viewer), too.?

Kicking up mobile engagement
Playtex Sport?s ?Ready, Set, Play On? campaign taps four female influencers in the sporting world ? Olympic gold medalist and snowboarder Jamie Anderson, Blogilates founder Cassey Ho, ?Dance Mom? alum Chloe Lukasiak and award-winning surfer Malia Manuel ? to better connect with its target audience.

With so many millennials and Generation Z members inclined to consume large amounts of video on their smartphones, brands are well-positioned to garner higher campaign engagement if they include a strong mobile video component.

Playtex Sport, in partnership with Beeby Clark+Meyler, has developed four YouTube videos featuring each of the chosen influencers to show women that they do not need to pause their lives during their periods. Consumers can view the videos by visiting Playtex Sport?s Instagram account and clicking the link in its bio, or by heading to the campaign microsite, https://www.playtexsportoffers.com/sweeps.

There, individuals can watch the athlete-centric videos, all of which have an inspirational angle. For example, Cassey Ho?s five-minute clip features her five best tips for staying motivated to work out. Ms. Ho informs viewers that she does not want her period to stop her from doing what she loves, which prompts her to use Playtex Sport?s tampons and pantyliners.

Each of the clips showcases the athlete in her sporting element, such as a snowy mountain peak and a ballet studio.

Many brands have found success in teaming up with ideal influencers for their target demographics and hiring them to star in mobile videos that feel less advertising-based and more organic.

A Schick executive at the 2015 Mobile Marketing Association Forum New York affirmed that tapping social media influencers on YouTube catapults the effectiveness and reach of mobile video advertising, provided that the influencers are allowed creativity to expand on the brand?s message (see story).

Interactive videos have also proven to capture consumers? fleeting attention, underscoring the fact that marketers cannot rely on stationary forms of smartphone advertising.

Recently, Mucinex attracted 16 million views and drove a 250-percent lift in Google search volume with humorous TrueView YouTube video ads that saw the brand?s Mr. Mucus character insisting viewers use the skip button (see story).

Wrapping up participatory incentives
Playtex Sport is spurring consumers to participate in its new campaign by inviting them to show how they prepare to ?Play On? by uploading their photos onto Instagram, Facebook and Twitter via the #ReadySetPlayOn and #sweepstakes hashtags.

Individuals who enter the contest will receive the chance to win one of four available prize packs crafted by the videos? stars. A snowboarding pack, dance-inspired prize, Pilates-themed basket and surf-themed gift set have been curated by Ms. Anderson, Ms. Lukasiak, Ms. Ho and Ms. Manuel, respectively.

Ms. Anderson?s prize pack includes a GoPro Hero 4, $1,000 gift card, wireless headphones, designer goggles, snowboard and more. Participants can visit the campaign microsite to discover the contents of the rest of the available gift sets.

Users? accounts must be public in order to be eligible for the sweepstakes.

Ultimately, the video-centric components of the Playtex Sport campaign will likely incite plenty of participation from the brand?s target demographics.

?Gen Z and young millennials are constantly connected to their friends, peers, and the world through mobile devices, and they are watching digital video throughout their day, from the moment they wake up to the moment they fall back asleep,? said Mariana Rodriguez, group account director at Beeby Clark+Meyler.

?According to YPulse, teens are watching over an hour of digital video daily on their smartphones.?