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

About the final year, direct-to-buyer interval treatment model Viv has focused marketing efforts on TikTok, using the platform to raise brand name awareness and teach consumers about how to use their menstrual cup. Accomplishing so has aided destigmatize conversing about intervals as nicely as amplified product sales for the brand name, in accordance to Katie Diasti, founder and CEO of Viv. 

Due to the fact putting up its 1st educational collection on TikTok in April 2021, the brand’s revenue improved 140%, in accordance to Diasti. It is unclear what profits were prior to TikTok and what they are now as the model did not share individuals figures. All round the brand name usually takes a twin compensated and natural technique to its TikTok information, putting paid out media behind organic and natural, often instructional written content which is high-accomplishing.

“Part of our mission is to de-stigmatize durations — and the way that we can do that is just talking about them,” said Kelly Donohue, digital marketing and advertising and design director at Viv. “TikTok is a seriously excellent system to start off talking about points that people today never commonly talk about.”

TikTok is a genuinely terrific platform to commence speaking about factors that folks never normally talk about.

Kelly Donohue, electronic advertising and marketing and structure director, Viv

Donohue ongoing: “On the education and learning facet, it presents us a fantastic chance to talk to individuals confront-to-confront, teach and clearly show our merchandise, display how they are used, which isn’t as accessible on other social media platforms this sort of as Fb or Instagram.” Facebook and Instagram have been evolutionary techniques ahead, and then TikTok turned the future move. TikTok goes outside of discovery, with video clip information and usually takes the experience a phase even more by highlighting this collective knowledge in a new way. So by engaging in Tik Tok, ladies are in a position to share their exclusive insights.

Viv is not the only brand name working with TikTok as a promoting instrument for educating its shoppers. There have been many brands, like Fender and Babylist, which have not long ago turned to this system to offer academic content material and boost their model awareness in an try to reach the platform’s escalating viewers. TikTok has verified to be advantageous for the brand name because it enabled it to construct a loyal community and generate gross sales.

It’s unclear how considerably Viv has used on compensated media on TikTok. That explained, the business has centered its compensated marketing on the platform. “I would say about 80% of our paid spending plan goes towards TikTok ads,” claimed Diasti, introducing that the corporation focused on TikTok next the revenue boost and that its TikTok information has designed Viv’s menstrual cup extra approachable. “We do a very little little bit of Google advertisements and some affect and affiliate, but it is predominantly TikTok that we’ve witnessed have the best conversions.” 


60% of TikTok people are Gen Zers Viv’s sales are up 140% considering that submitting its first TikTok collection 80% of Viv’s paid funds goes toward TikTok adverts.

Women of all ages among the ages of 18 and 49 were being the main aim of Viv’s educational films. 

A the latest examine implies that TikTok customers expend on ordinary 52 minutes on the application for every working day, in accordance to the study. 60% of TikTok end users are Gen Z, who expend up to 5 hrs for every working day on the platform.

By employing TikTok for educational campaigns, subject areas that are at times taboo can be demystified and consciousness distribute across audiences. “Any option for a manufacturer to invite shoppers into a conversation is an critical one — in particular when that conversation has a meaningful effects on our overall health and wellness,” stated Tess Dmitrovsky, affiliate inventive director of advertising company Manifest. “Social platforms are a finding out device, and the much more models can consider this form of subject matter to their channels, the more probable shoppers are to acquire that subject subject to heart.”

Locating a way to develop a community can be valuable to a model like Viv, famous Paige Raiczyk, social media strategist of Berlin Cameron. “Viv has a robust existence on TikTok. Ladies can be quite shy or reserved when conversing about intervals, and getting a existence in the initial area tends to make the subject matter a lot less taboo. Girls expend an average of 10 decades [of their life] on their period of time and in the past ladies endured through it privately. Building a local community all around a shared working experience is intelligent.” 

Our brand name is really like a community, and we want it to be more of a again and forth instead than just us telling people today about our items.

Kelly Donohue

All of Viv’s written content is made in-home as they are a three-person team. “Given our house and given our deep knowing of the period care marketplace, it’s been truly useful to be ready to scale in-house for ourselves,” claimed Diasti.

The company plans to go on to lean on TikTok to expand its local community. “Our brand name is definitely like a community, and we want it to be a lot more of a back and forth fairly than just us telling men and women about our products,” explained Donohue. “We really like to acquire our community’s input into thing to consider and it’s the most precious detail. So certainly utilizing TikTok makes it possible for that neighborhood to really be commonplace in the way that we run our brand name.”


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