If you want to get a social media conversation going, you might want to avoid the topic of products that relieve the pain from urinary tract infections and remedy the symptoms of yeast infections. Or so one might think. But working with AZO, The Thomas Collective (TTC), a marketing communications firm, got a discussion going on Facebook. TTC developed AZO Girl, a superhero with an irreverent take on life and evangelist for the efficacy of the product. Targeting women from 18-34 years old, the campaign increased fans by 666 percent and viral reach by 140 percent. Facebook likes were boosted by 4,484 percent and total share by 270 percent. And, one gathers, this helped a lot of young women find relief from pain. All this amounts to an Ace effort.