NUA: Not Whispering Anymore
Follower Growth: From 3-52k in 1.5 years | Higher-than-average engagement rate of 1.75% | 4 Million Dollars in Funding
Follower Growth: From 3-52k in 1.5 years | Higher-than-average engagement rate of 1.75% | 4 Million Dollars in Funding
The Objective
To create a differentiated voice for Brand Nua on Social Media.
The Category Insight
The market for sanitary products has been dominated by stalwarts like Whisper and Stay Free. For Noa, there was a need to differentiate itself as a brand, while competing in a rat race with emerging competitors to rapidly build a customer base.
The Societal Insight
The hushed conversation around menstruation and female wellbeing has always been bogged down by societal and cultural norms. Women are ostracised from kitchens, temples and sometimes their homes during their period while sanitary napkins are hidden and wrapped in newspapers. These outdated notions and a pervasive sense of shame around the topic has left unanswered questions for millions of women about this natural phenomenon.
The Consumer Insight
A women's period not only affects her on a physical level, but on an emotional, social, and cultural level too. Nua wanted to support her on each of these levels and go beyond being just another sanitary pad product.
The Social Media Strategy
We created a community on Social Media built on 3 pillars - information, engagement and inspiration.
Inform - Through Nu's bong we added both questions the audience had, as well as questions the audience didn't know they had to ask - ranging from Public Toilet Hacks to Birth Control. We conducted AMA'S, Instagram Takeovers with Gynaecologists, Mythbusters as well as a Periodic Table of housemaid remedies to help with everyday menstrual problems.
Engage - We turned an unapproachable subject to a shareworthy one through relatable memes, topical jokes and contests. Flowcabulary, a peg that creates new words for situations, feelings or behaviour demonstrated by women while on their period summarised this transition on its own. Topical content kept the page fresh and relevant to audiences at any point in the year, preventing consumer fatigue from our every day posts.
Inspire - We harnessed the power of the community by crowdsourcing Period & PMS Stores, receiving a flurry of fans volunteering their own anecdotes every time they see one. This approach allowed us to turn passive followers into active co creators who were comfortable sharing their personal journeys and enabled them to be a pillar of support for all the women in the community.
The Results
in 1.5 Years, we increased the follower base from 3,000 to 52,000 on Instagram
31,000 followers on our Facebook page
A higher-than-average engagement rate of 1.75%
But it didn't stop there. We also managed to raise $4 million dollars in a round of funding.
