‘I’m Dying Inside’ is a modern period drama about four Gen Z housemates navigating the unpredictability of life in young adulthood, and doing it all on their periods. In one chaos-filled week, the housemates sync up on their periods, and have to deal with everything from endometriosis flare-ups, to first-time queer dating, to period-sex mishaps, with Modibodi period undies as their support through it all.

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.

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.  

While the conversation around periods has come a long way, in Australia there are stigmas that still exist around menstruation and other related women’s health issues such as endometriosis. By exploring these issues through a nuanced Gen Z cultural lens, we broke down taboos around everything from period sex to endo flare ups in a way that felt inclusive and relatable for our audience.