Everybody Wants to Keep IT Secret

In partnership with

Imagine this: It’s a regular workday morning 🥱 You head out the door holding your coffee and suddenly realize you are unprepared for one of the most common (and still hidden) issues people face regularly: periods.

For years, menstruation has been a hush-hush topic, something many feel they need to hide or manage quietly 🤫 But Thinx, a brand dedicated to period care, believes it’s time to change that story.

Thinx reimagined how we talk about and manage periods with products designed to make people feel more comfortable, confident, and understood.

But how is Thinx doing it?

Let's see!

Thinx, the company behind leak-proof mensurational underwear, has been breaking taboos in an industry. With its mission to create period-friendly products, Thinx targets a unique intersection of product innovation and social change.

The company aimed to shift the conversation on menstrual products. It empowers buyers while capturing a significant share of the $20 billion global menstrual hygiene market.

Problem Statement

For decades, menstrual products like pads and tampons have dominated the market. While widely used, these products have several issues that impact users, the environment, and the conversation around menstruation.

• Single-use products, like pads and tampons, create millions of tons of plastic waste yearly. People in the US alone throw away about 12 billion pads and 7 billion tampons each year. This leads to waste and takes years to break down.

• Many people find traditional pads and tampons uncomfortable, especially during heavy flow days. These products can cause leaks, irritation, and discomfort. It limits users’ moves and causes anxiety.

• Menstruation is often considered taboo, and open discussion around it is rare. This stigma keeps many people from exploring new products that could better meet their needs.

Thinx recognized that this traditional approach wasn’t working for millions of people. The need was clear - a comfortable, eco-friendly alternative that could break taboos and educate users on menstrual health.

Proposed Solution

Thinx developed a new kind of menstrual product that is leak-proof, reusable underwear. Their product aimed to solve massive problems people face with traditional period products. Here’s how:

1. Sustainable and eco-friendly: Thinx underwear is washable and reusable, which can replace hundreds of tampons and pads over time. This approach helps reduce waste and targets eco-conscious consumers.

2. Innovative technology for comfort: Thinx created a multi-layer fabric technology that absorbs moisture, blocks leaks, and controls odor. It helps them go about their day without worrying about leaks or discomfort.

3. Breaking the menstrual stigma: Thinx uses bold advertising to talk openly about periods. By avoiding euphemisms and addressing menstruation directly, Thinx normalizes conversations around menstrual health. (more about this in strategy).

Through this innovative, sustainable, and socially conscious solution, Thinx stands out as a brand that truly listens to menstruators' needs.

Implementation

To address its branding challenges and redefine the market, Thinx implemented several strategic marketing initiatives designed to change perceptions and engage new audiences effectively. Here’s a breakdown of their implementation process:

Targeted Campaigns on Social Media

Thinx prioritized digital channels, focusing on Instagram and Facebook, where they shared content breaking taboos around menstruation.

These ads challenged social norms for a fresh and relatable identity for the brand using candid imagery and straightforward language.

This approach helped them build a strong community and increased user engagement. These platforms are now its primary channels for awareness and customer interaction.

Check out this post the brand posted recently on Instagram:

Some of Thinx's notable social media campaigns that effectively targeted taboo-breaking and inclusivity themes include:

1. MENstruation Campaign

This campaign imagined a world where cisgender men experienced menstruation to normalize periods and encourage open conversations.

The ad included scenes of men handling typical period scenarios, questioning how societal attitudes might change if everyone menstruated.

Check out this campaign video below:

It was a bold, creative approach to addressing menstrual stigma and drove significant engagement across social media.

Despite some censorship on TV, it reached 11.9 million on Facebook and Instagram, 3.8 million on YouTube, and lit thousands of buzzes online.

2. "Thinx Gets Real" Influencer Campaign

Thinx partnered with influencers who embody body positivity, sustainability, and unbiasedness to spread its mission of period inclusivity.

Each influencer shared personal stories about period struggles and Thinx’s product benefits with authentic stories to reach everybody.

Influencer-driven marketing helped Thinx connect with younger, socially conscious consumers. Through genuine storytelling and personal experiences, Thinx built trust and relatability.

3. First NYC Subway Campaign

This early campaign featured grapefruits and eggs to portray menstruation in NYC subways, Breaking the norms of traditional period ads.

Despite initial pushback, Thinx fought to keep the visuals and challenged censorship policies, which generated media coverage and public support.

The ads are:

Check out this interview with Miki Agarwal:

By taking a risk with provocative imagery in public spaces, Thinx caught the public’s eye and addressed period stigma head-on.

This campaign increased brand awareness and positioned Thinx as a progressive, fearless brand in the menstrual product industry.​

SEO and Content Marketing for Organic Growth

Alongside their paid campaigns, Thinx invested more in SEO for organic traffic.

They targeted keywords relevant to menstruation products and health to increase their visibility on search engines.

By building a well-researched content library addressing various menstrual health issues, Thinx educated its audience and improved its ranking for related search terms with consistent organic website traffic.

Educational Partnerships and Advocacy

Thinx partnered with schools and nonprofits to provide educational resources and workshops about menstrual health. These collaborations raised awareness and strengthened the brand’s positioning as an advocate for menstrual health.

This educational outreach created trust and aligned the brand with positive social change. For example, check out this post to see how Thinx uses IG to teach about its products:

This strategic implementation allowed Thinx to build brand recognition, create an engaged customer base, and drive sales, all while breaking barriers around traditionally sensitive topics.

This targeted approach led to over $810,000 in gross sales and achieved a cost-per-acquisition of $35.22. The campaigns generated 69,000+ clicks. It shows the brand's efficiency in connecting with audiences online through authentic, relatable messaging.

Conclusion

Thinx’s journey shows how combining a socially conscious mission with innovative products can revolutionize an industry. By staying true to its commitment to sustainability and customer education, Thinx has not only improved the lives of menstruators but also encouraged industry-wide shifts towards eco-friendly practices.

Now, can you answer these?

1. How can DTC brands leverage data from customer interactions to improve retention?

2. How can brands use taboo topics in their marketing without alienating potential customers?