Modibodi is targeting Gen Z with a TikTok show that’s not your average period drama
The absorbent underwear brand has created a binge-worthy TikTok series to get young people talking about menstruation.
Life's a lot...and then you get your period / Modibodi
Period underwear brand Modibodi is shaking up its marketing strategy with a campaign that has focussed on talking to a new demographic about the challenges they face.
"From going to university to your first job to leaving home, everything around you is in constant change and the one thing you don’t want to worry about on top of that is your period,” says Modibodi’s chief marketing officer, Leila Lorenzato on the intense change that those ages 18-25 face.
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As a result, the latest collection of underwear from the brand has been designed with this age range in mind. It has been priced more affordably than previous collections for those who want to have a sustainable period but might not have a large disposable income.
Period content is typically targeted at younger generations, specifically teens. But Modibodi has opted to speak to an 18+ audience for this campaign. ‘I’m Dying Inside’ is a TV-show style series, housed on TikTok that’s “like Euphoria meets Heartbreak High with relatable menstrual moments,” says Lorenzato.
Utilizing TikTok as a platform allowed the brand and creative partner Howatson+Company to incorporate a classic story structure but with “social-first viewing habits.”
“The vertical format also propelled us to scrutinize the comedic moments within the script and elevate the visual appeal of the series, to keep it fresh and engaging,” Lorenzato adds.
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Moreover, #PeriodTok is already an established community on the app, providing a natural home for branded content, though Lorenzato stresses that the scripted-nature of ‘I'm Dying Inside’ will set it apart on the platform. “The main aim with the TikTok series is to speak to variety of menstrual experiences in a very real yet entertaining way, help break taboos and start important conversations about the diversity of period experiences," she says.
@modibodi Coming soon #underweartime #imdyinginside #perioddrama #modibodi ♬ original sound - Modibodi
“The vertical format also really propelled us to scrutinise the comedic moments within the script and elevate the visual appeal of the series, to keep it fresh and engaging,” Lorenzato adds. “It was important to us to be able ground any content we created in our Modibodi mission and values and have an opportunity to represent in depth, Gen Z’s spectrum of menstrual experiences, which is why a fun, scripted series seemed the best and most innovative way to enable this.”
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Moreover, with Gen Z leading the charge when it comes to sustainable lifestyles and behaviors, Lorenzato believes that getting them to buy into reusable period products early on will enable them to keep up the behavior throughout adulthood. “At Modibodi we believe sustainability is always a good lifestyle choice, which is why we create reusable health apparel as a sustainable alternative to single-use disposables to manage bodily leak,” she says.
“Sustainability is at the heart of our daily operations and business decisions, and our products combine innovation and performance so that all our customers, including Gen Z, can tread lightly on the earth in planet-friendly protection, day after day, month after month, year after year.”