Modibodi are a pioneer in period care, creating life-changing absorbent apparel that has revolutionised the category with their patented leak-proof technology.  

Modibodi’s target demographic is menstruators from the ages of 13-50, but their key growth audience is 18-25s (Gen Z). While Modibodi have enjoyed great success with an older demographic, they were struggling to connect with a younger audience.

Our brief was to get a new generation of menstruators to experience Modibodi, with the objective of increasing relevance and consideration by showing how Modibodi helps them live their best lives leak-free.

To connect with this audience, we had to engage a generation that are resistant to traditional advertising, by instead speaking to them on their favourite channel – TikTok.

Life’s a lot for young people. Heartbreak. Anxiety. Moving out. Coming out. Sex. #hustleculture. The f***ing climate crisis. Men. Then you get your period.

‘I’m Dying Inside’ is a modern period drama created exclusively for TikTok. Five episodes, four housemates, all getting their periods at the same time. A taboo-breaking celebration of life today for young menstruators, exploring issues like baby-gay hook-ups, endometriosis flare-ups, accidental period sex stains and more. All showing how Modibodi period underwear helps you navigate life leak-free.

Created with the production value of TV, crafted for 9 by 16. Featuring a cast, crew and writer’s room made up female and non-binary Gen Z talent, original screenplays dripping with cultural nuance and original music for each episode.

In order to meaningfully connect with Gen Z, we knew we couldn’t speak to them on traditional advertising channels. Or as advertising at all. Our research showed that this generation not only crave honesty and authenticity from brands, but demand to be entertained.

We wanted our campaign to tell richer, more diverse stories and connect with people in more meaningful ways. Our approach was to take the production value and narrative storytelling of a TV show and apply it to GenZ’s favourite platform – TikTok. Working with GenZ writers we crafted 5 original screenplays based on our cast’s real life period experiences, always staying true to our ambition of entertainment first, ad second.

By partnering with TikTok we aimed to engage our audience with the same entertainment value and episodic content that they are already seeking from the platform, connecting with different sub-communities whilst incorporating Modibodi as authentically as possible.

Our campaign launched as a 6-week takeover of Modibodi’s TikTok channel, with an existing organic audience of +30k. In the lead up to the first episode, we flooded people’s feed with a 30sec trailer to drive awareness and excitement, before dropping a new episode each week.

To make the algorithm work for us and drive views, we collaborated with TikTok to also create an entire ecosystem of surrounding content that tapped into platform trends and topics of interest. From BTS to Q&A, Fit Checks to GRWM videos, each video allowed us to connect with different Gen Z audiences on TikTok and drive people to watch the show.

To enrich the full-funnel experience, we retargeted custom audiences with product-focused ads including a shoppable CTA to shop the products on the Modibodi website. The campaign was also supported by comms in Meta, BVOD and cinema.

The goal of the campaign was to raise awareness of the brand amongst the target audience, ultimately getting them to try the product. 

The results surpassed all expectations and targets – with over 12 million views in 4 weeks, +91.4% increase in brand engagement, +44% increase in website traffic, and +75% increase in sales.

Brand Consideration among 18-25 year olds (our bulls-eye target) grew +2.4 points, and positive brand sentiment also grew MoM along with Brand Share of Voice (+19%).

We’ve also seen incredibly positive reactions from viewers – the series has resonated with our audience through its diverse identity representation, it’s authentic representation of a range of period experiences, and its open dialogue around menstruation.