CHALLENGE
To strengthen affinity with Pinay teens, MODESS took the challenge of improving teens' online sentiments about menstruation while reinforcing its brand message of turning kaba into kaya.
SOLUTION
Leveraging on the market's digital behavior of ranting on Twitter, MODESS launched "Period Feels" – utilizing social listening technology to intercept teens’ period complaints and replying real-time on how to cope with their period. Personalized content were paired with playlists, witty memes, or period hacks featuring MODESS girl Liza Soberano, aimed at making users feel better about being on their period.
RESULTS
“Period Feels” intercepted 2,996 period-related tweets, earning 9,282 likes, 6,373 re-tweets, and generating 772,592 total impressions without using paid media. Beyond numbers, MODESS achieved a milestone of becoming the first sanitary napkin brand in the country to use its market leadership to help teen girls make their move even on their red days, one tweet at a time.
