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Introduction
- Sirona wanted to create a category and expand the market for its menstruation cap and position itself as the best solution for women's menstruation.
- They used an insight-based community marketing approach to drive conversations around the benefits of menstrual cups and overall period pain management by engaging 1.1 Million members across 13 women-led communities around lifestyle and parenting.
- The brand successfully achieved an 8X increase in menstrual hygiene category conversations, where usage conversations were at 46%, and purchase conversations were at 7.6%. The brand received 5,504 brand mentions and 4,793 UGCs.
About Sirona
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’s Objectives
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.”
Community Marketing Strategy
1.Identifying the best communities for Community Marketing
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.
Campaign Structure
2. Analysing consumer insights from real conversations
To begin the ideation for the campaign, we first analysed the existing conversations in the above communities. We observed:
- Women rely on each other’s experience and seek recommendations when they decide to switch to menstrual cups from sanitary pads.
- They also discuss better period hygiene and pain management issues.
- There were a lot of conversations around women having different issues with sanitary pads after prolonged usage, like rashes, chafing, itching, leakage, staining etc.
- They are looking for better options, and some of them have already bought menstrual cups but due to lack of awareness they weren’t able to use it in the right manner.
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.
3. Community Marketing campaign idea
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.
Solution types
Expert Q&A
Live Quiz
Webinar
Review Posts
The Big Beautiful Highlights
- The campaign succeeded in increasing the menstrual hygiene category conversations from 14.8K to 119K within an increase of 8X.
- Women were able to come together, ask and get answers to their questions on the right usage and fit for menstrual cups, which helped drive adoption.
- The pre-campaign negligible mentions of 22 jumped to 5,504, which is a spike of 250X, while the Brand SOV remained constant between 98-99% throughout all three phases.
- UGCs poured in with a total of 4,793, which is 1916% over the 250 UGC target initially taken.
- By the end of the campaign, usage conversations were at 46%, query conversations were at 14%, and overall purchase conversations were at 7.6%.
Top Performing Communities 🥇
Real People Real Conversations 💬
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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