Here’s a fem-tech company that set out to change the menstrual hygiene landscape in India, and they have been doing a pretty great job at it: HealthFab. The brand took their eco-friendly menstrual products, most notably their GoPadFree Period Panty, to Shark Tank India Season 4, and there has been no stopping them ever since!
As their social media agency, we put a lot of thought and effort into building HealthFab’s Instagram community right from scratch, and the journey has been enlightening and rewarding in equal measure. Here are a few things that worked for us:
Extremely Experimental Founders
When we started working with Healthfab, the three founders made it clear that they we’re the social media experts. They gave us complete ownership of the socials, and let us experiment with ongoing trends, new concepts, and ideas we thought might work for the brand. It took some time, some patience, and a whole lot of strategy, but we managed to create a ‘Healthfab family’ online.
They are every social media team’s dream – no hierarchy of approvals, no making irrelevant changes, just asking the right questions and letting us flow! A big shout out to the best – Sourav Chakrabarty, Kiriti Acharjee and Satyajit Chakraborty!
Are you a girl’s girl?
If there’s one thing menstruating women want to see, it is relatable posts about… menstruation. The keyword here is ‘relatable’, because let’s be honest – women go through a lot during these 3-5 days. We understood the sentiment and positioned the brand as a ‘girl’s girl’ through relevant yet still sensitive content.
We wanted to create moments of resonance by integrating humour and entertainment into the content (you know the algorithm loves that!). The formula worked and we had reels going “viral”, touching the 1 million, 2 million and even 3 million mark organically.
Educational is not always the way to go
One thing we learnt early on was ‘don’t educate customers if they don’t want to be educated.’ We did experiment with informative content, but we saw more traction coming in from relatable, entertaining, and meme-worthy posts. Most people turn to social media for leisure, and we deduced that women have other avenues of getting scientific information, so we didn’t necessarily have to fill that gap.
We focused on education through experts, which added layers of credibility and trust to the brand.
Letting the product shine
When the product is innovative and industry-changing, give it the spotlight it deserves. Since the GoPadFree Period Panty had a lot of inventive features that were potential game-changers for women across the country, we decided to show the product in action. The result? We saw a lot of interest, engagement, and inquiries about the period underwear.
UGC-style videos that we shot in-house were a game-changer in getting people curious about the product, asking questions and interacting with the brand.
Not hopping on every trend but only the ones that mattered
We know that force-fitting trends is pretty passe. Our content strategy ensured that HealthFab stayed relevant in the trends that mattered. Sometimes we integrated it into a thank you post, or a moment to position the period panties as a problem-solver, or even using a trending audio.
A dedicated influencer marketing team
The influencer team put in blood, sweat and tears into cracking the creator game. And they checked all the right boxes! The team worked with influencers who also had a regional presence, and they touched upon topics that created an impact – from shattering period myths to winning women over with what we call ‘menstruation comedy’.
It’s been a truly fab journey, and we’d love to share more on what went into building this stellar brand.
We didn’t just help establish a menstrual products company; we created a sustainable lifestyle movement that made waves online!