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‘Highest conversions’: Why direct-to-consumer period care brand Viv is looking to TikTok to build community, boost brand awareness


During the last yr, direct-to-consumer interval care model Viv has centered advertising and marketing efforts on TikTok, utilizing the platform to spice up model consciousness and educate customers about methods to use their menstrual cup. Doing so has helped destigmatize speaking about intervals in addition to elevated gross sales for the model, based on Katie Diasti, founder and CEO of Viv. 

Since posting its first instructional collection on TikTok in April 2021, the model’s gross sales elevated 140%, based on Diasti. It’s unclear what gross sales had been previous to TikTok and what they’re now because the model didn’t share these figures. General the model takes a twin paid and natural strategy to its TikTok content material, placing paid media behind natural, usually instructional content material that’s high-performing.

“A part of our mission is to de-stigmatize intervals — and the best way that we are able to do that’s simply speaking about them,” stated Kelly Donohue, digital advertising and marketing and design director at Viv. “TikTok is a extremely nice platform to begin speaking about issues that folks don’t usually discuss.”

TikTok is a extremely nice platform to begin speaking about issues that folks don’t usually discuss.

Kelly Donohue, digital advertising and marketing and design director, Viv

Donohue continued: “On the training facet, it offers us an incredible alternative to speak to individuals face-to-face, educate and present our merchandise, present how they’re used, which isn’t as accessible on different social media platforms comparable to Fb or Instagram.” Fb and Instagram had been evolutionary steps ahead, after which TikTok grew to become the following step. TikTok goes past discovery, with video content material and takes the expertise a step additional by highlighting this collective expertise in a brand new method. So by partaking in Tik Tok, ladies are in a position to share their distinctive insights.

Viv shouldn’t be the one model utilizing TikTok as a advertising and marketing instrument for educating its customers. There have been a number of manufacturers, together with Fender and Babylist, which have just lately turned to this platform to offer instructional content material and enhance their model consciousness in an try to achieve the platform’s rising viewers. TikTok has confirmed to be helpful for the model as a result of it enabled it to construct a loyal neighborhood and drive gross sales.

It’s unclear how a lot Viv has spent on paid media on TikTok. That stated, the corporate has centered its paid promoting on the platform. “I might say about 80% of our paid finances goes in the direction of TikTok adverts,” stated Diasti, including that the corporate centered on TikTok following the gross sales improve and that its TikTok content material has made Viv’s menstrual cup extra approachable. “We do some little bit of Google adverts and a few affect and affiliate, however it’s predominantly TikTok that we’ve seen have the best conversions.” 

STATS FROM THE STORY

60% of TikTok customers are Gen Zers; Viv’s gross sales are up 140% since posting its first TikTok collection; 80% of Viv’s paid finances goes towards TikTok adverts.

Ladies between the ages of 18 and 49 had been the first focus of Viv’s instructional movies. 

A latest study signifies that TikTok customers spend on common 52 minutes on the app per day, based on the research. 60% of TikTok customers are Gen Z, who spend as much as 5 hours per day on the platform.

By utilizing TikTok for instructional campaigns, subjects which can be generally taboo might be demystified and consciousness unfold throughout audiences. “Any alternative for a model to ask customers right into a dialog is a crucial one — particularly when that dialog has a significant impression on our well being and wellness,” stated Tess Dmitrovsky, affiliate inventive director of promoting company Manifest. “Social platforms are a studying instrument, and the extra manufacturers can take this kind of subject material to their channels, the extra possible customers are to take that subject material to coronary heart.”

Discovering a solution to construct a neighborhood might be helpful to a model like Viv, famous Paige Raiczyk, social media strategist of Berlin Cameron. “Viv has a robust presence on TikTok. Ladies might be very shy or reserved when speaking about intervals, and having a presence within the first place makes the subject much less taboo. Ladies spend a median of 10 years [of their life] on their interval and prior to now ladies suffered by it privately. Constructing a neighborhood round a shared expertise is wise.” 

Our model is actually like a neighborhood, and we wish it to be extra of a forwards and backwards quite than simply us telling individuals about our merchandise.

Kelly Donohue

All of Viv’s content material is made in-house as they’re a three-person workforce. “Given our house and given our deep understanding of the interval care market, it’s been actually helpful to have the ability to scale in-house for ourselves,” stated Diasti.

The corporate plans to proceed to lean on TikTok to develop its neighborhood. “Our model is actually like a neighborhood, and we wish it to be extra of a forwards and backwards quite than simply us telling individuals about our merchandise,” stated Donohue. “We actually wish to take our neighborhood’s enter into consideration and it’s essentially the most beneficial factor. So undoubtedly utilizing TikTok permits that neighborhood to actually be prevalent in the best way that we run our model.”

‘Highest conversions’: Why direct-to-consumer period care brand Viv is looking to TikTok to build community, boost brand awareness



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