From puberty to menopause, Sirona has established itself as a brand that drives conversations that question the cultural construct around feminine hygiene to ensure women make informed decisions for their holistic well-being. It offers a range of products related to menstrual hygiene. Their products and packaging are environment-friendly.
Sirona wants to establish the menstrual cup as the best solution for menstruation and focus on overall period pain management by raising awareness and education among relevant women-led communities.
“Sirona wanted to create category and expand the market for its menstruation cap and position itself as the best solution for women's menstruation.”
Sirona understood the importance of reaching out to women-led communities where regular discussions about menstrual hygiene educate women to take better decisions about their menstrual health. Thus, the brand took an insight-based Community Marketing solution to generate conversations and create awareness around the benefits of using a menstrual cup.
To achieve this, the brand engaged with 13 women-led Communities around lifestyle and parenting with over 1.1M members with a greater volume of menstrual hygiene conversations and menstrual cup mentions.
To begin the ideation for the campaign, we first analysed the existing conversations in the above communities. We observed:
With the rise in conversations on menstrual hygiene and products, we focused on awareness building and educating women about the benefits of menstrual cups, right usage and care techniques. We positioned Sirona as the go-to brand for every kind of menstrual hygiene issue.
We planned a 3 phase campaign for the brand. Each phase focused on different solutions with different activities. We planned Q&A in Phase 1, Webinar & Live quiz in Phase 2 and a Live session & Contest in Phase 3, intending to create awareness and educate women about the benefits of menstrual cups, their right usage and care techniques.
We plugged in relevant products like toilet hygiene spray, intimate wash, anti-chafing cream and others in the overall feminine hygiene conversations addressing different problems that these products were solving.
In Phase 1, we focused on intense awareness building and education through Q&A posts in each group which addressed different questions regarding the significance of switching to menstrual cups and busting myths around cup usage. The admins answered each question in consultation with the Gynecologist, and we created a thorough FAQ document for the same.
In Phase 2, a Zoom webinar session was held with the Gynecologist, where she gave a live demo and answered each query. The admins and some members attended the webinar, followed by an awareness-driven live quiz in each group.
Phase 3 was all about the admin’s testimonials and reviews about the Sirona products other than menstrual cups, which help them maintain their feminine hygiene daily. Each admin picked up a product which they have used or want to use since they solved their key problems.
They shared thorough reviews highlighting the main USPs and urging other members to share their experiences.
Over the three phases, experienced member users shared their positive experiences with Sirona menstrual cup and spoke about how becoming a ‘Cupvert’ changed their lives for the better, while non-users & fence sitters came up with various queries and observations, which admins addressed individually.
Admins/Moderators went live with this topic and discussed the benefits of menstrual cups. Women shared their positive feedback post after the webinar.
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