Today I look at Feminine Hygiene Content Marketing and see which brand is #1. The post covers: Libra, Kotex, Stayfree, Carefree, Tampax, Moxie, TOMorganic and Cottons brands. Now updated to include SOFYBeFresh.
This author argues that in the feminine hygiene category, there is increasingly minimal real difference between brands in terms of actual product performance and specific product benefits. Thus, attempting to own the emotional benefits and drivers of the category, via content marketing is a huge opportunity for brands to try and differentiate themselves.
Overall most of the brands are using social media, (primarily Facebook, followed by Instagram) to build engagement with their consumers via creating a utility that centres around women’s health and emotional wellbeing. A platform where women can learn useful information about periods and menstruation, share their own stories, gain confidence, feel inspired by, identify and have empathy for others with similar experiences. Common hashtags used include: #girlproblems, #girlpower, #periodproblems and #ITTOTM (It’s that time of the month).
Libra’s #iamfearless campaign is the most powerful and engaging expression of the key emotional driver of empowerment and self confidence, followed to a lesser degree by the #becarefree be real campaign. The Libra campaign is also the most overtly encouraging to get women to share their own personal stories, both positive (#iamfearless) and negative (#SPEECHfail, fartphobia). It is a campaign that has appeal to both older and younger women.
The active engagement level with the posts on the Libra page is significantly higher than all the other brands. For these reasons. both strategic and in execution Libra is the clear #1 in Feminine Hygiene Content Marketing.
Carefree and Moxier are targeting a younger demographic, with less emphasis on a lifestyle and wellbeing utility, incorporating more fashion, lifestyle and entertainment elements in their content marketing.
TOMorganic and Cottons take a holistic broader approach to health & lifestyle issues in their content strategy, including food and recipes.
Kotex and Tampa are focused more on an active lifestyle and sporting approach through their content marketing.
Stayfree scores lowest out of all the brands on the list. Stayfree appears to want to try and include a product reference or product shot in almost every Facebook post. As a result there is little follower engagement with the majority of their posts that aren’t coupon, promotion or sample based.
Summary of each brands content marketing strategy below.
- Uses high profile successful women such as Miranda Tapsell, Megan Washington and Sammy Veall to share stories of how they overcome their fear.
- Actively encourages followers to share their own stories through the use of humour both positive (#iamfearless) and negative (#SPEECHfail, HAIRfail, DIYfail, TRAVELfail) as well as (glorydaysophobia, letdownphobia, Isitmephobia).
- Having a Facebook Q & A to answer questions directly from followers.
There will be doubters.
- Promotion of an active sporty lifestyle
- Competitions for new Sport Ultrathins range
- Partnership with Share the Dignity and charity initiative #TheHomelessPeriod
- Celebrity gossip and stories
- Health, wellbeing and food suggestions
- Very product focused
- Promotion of coupons and special offers
- Support of safety campaign TAKE Kare
- Entertaining and amusing images, content & tips for quick consumption and sharing
- Celebrity endorsement of soccer player Alex Morgan and Demi Lovato
- Association with active sports – Soccer and TEAM USA
- Targeting a younger audience, revolving around fashion, entertainment and lifestyle
- Charity initiative – Pads for Pads
- Moxie Box Club product subscription and loyalty program
- Promotions and competitions
- Broader lifestyle health & wellbeing message, with meditation apps, organic foods and products
- Association with events : community women’s bike ride – Rapha 100km, Telstra Business Women’s Awards, Mindful in May – Pause for a Cause
- Food & recipe suggestions
- Partnership with homeless and at risk women charity Share the Dignity
- Identification with everyday issues and challenges
- Promoting an organic, natural and healthy lifestyle
- Food and recipe suggestions
- Competitions and giveaways
Update – Aug 2015
SOFYBeFresh is a new range of Feminine Hygiene products from Unicharm that has just been launched in Australia this week. The launch campaign is already proving to stir passionate opinions across both sides on social media.
Below is the full length launch communication at 1 minute 20 seconds and the cut down 15 sec version (that most people are likely to see on free to air television). The full length communication tells an engaging story with the humour being very evident in the context of the communication. Unfortunately the humour is missing from the 15 sec version and it comes across as tragic and sad.
#sofybefresh dark humour ! funny comercial 🙂 i know i find myself a bit in it! nothing offensive about it.
— Kitzzeh (@Kitzzeeh) August 19, 2015
After the predictable mock outrage, accusations of fat shaming and portraying bullying in their advertising, as reported by Mumbrella, Unicharm have been cleared of breaching any advertising guidelines by the Ad Standards Board.
Below is a selection of further content from the SOFYBeFresh website
Is Australia’s first “Clean Barrier Technology” any better or different than what is already on the market? Am not sure that this communication quite does it justice. It will be crucial to get free samples out to as many people as possible.
My biggest concern with the content on the website is with the following patronising material. “Say goodbye to general confusion”. Really? Apparently in 2015, women are still confused about menstruation, contraception and periods. This could have worked if the campaign had focused on targeting teenage girls, but all the rest of the communication materials in the campaign feature adult women.
by Konrad Markham
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