Modibodi

The new way to period

Challenge

Sales

Summary

As a start-up going up against some of the biggest brands in the period underwear/disposable category (Bonds, Libra, Always, Tampax), every dollar counts. With Modibodi's unique brand, strong stance on equality and ecommerce first approach they have experienced strong growth over the past 2 years. However, with ambitious growth targets for the next 5 we needed to find ways to grow their business.

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Insights

Current period products treat periods like a problem that should be solved, periods are a normal part of everyday life and women shouldn't feel they need to fight them. While the category is dominated by the big players and big budgets, we needed to use our budgets in a much more effective way to drive competitive advantage.

Strategy

The insight led us to a set of principles to follow in media:

1. Grow through reach and penetration, with the right audiences

2. Target the broader category in moments that matter

Execution

By leveraging addressable channels right across the purchase funnel, we were able to drive disproportionate growth for Modibodi. Traditional reach channels of TV and OOH were coupled with addressable, Finecast and Hivestack helped find the right audiences at the right time to drive growth. A personalisation engine in digital helped unlock new brand users and continue to drive penetration for ModiBodi.

Results

We used addressable media across the entire purchase funnel to drive disproportionate growth, resulting in:

59% increase in sales YoY

#1 new period underwear brand

50% increase in reach, to the right audiences