Making TikTok herstory with everyday creators

Modibodi is on a mission to empower real, positive change, and in 2021 that meant getting more people talking about period pants. We partnered on a brand awareness campaign built on organic social content from everyday people as creators, instead of influencers: four creators, different quirks and hobbies, documenting their genuine journey with the product.

Client: Modibodi
Industry: Beyond
Solutions: Creative & Content
Region: Australia

Views on a single TikTok video

1.5M+

Views across TikTok

2.5M+

Cheaper than influencer content

30%

The challenge

Three jobs: authentic storytelling that heroes everyday voices and confronts the stigma around periods, leaking and sweating; organic reach for a relatively new TikTok account and maximum Reels distribution on Instagram; and cost-effectiveness, because one influencer can cost the same as three or four produced videos while limiting creative control.

Our solution

Scripted-but-real content from four everyday creators addressed the fears customers actually hold before purchasing, in the native language of each platform and its trends. The diversity across creators mattered as much as the content: audiences saw themselves, including the university-aged students Modibodi had little content for.

The results

A single TikTok passed 1.5 million views, with more than 2.5 million across the channel, 50,000 views on Instagram Reels and newsfeed videos, and thousands of comments across both platforms, all at roughly 30% less than influencer content would have cost.

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