Periodsomnia

Art Director — Alya Kolosok Designers — Juliya Datsko & Anna Shtykova SMM Head — Mariya Raicheva SMM Manager — Olena Feshchuk Head of Copyright — Natalya Skorykova Copywriter — Galyna Nestryga Proofreader — Natalya Banduk Client Service Director — Anna Kompaniets Account Manager — Oryna Kozyrieva Community Manager — Anastasіya Pylypchuk Targeting — Yana Tocka & Alla Zabaturina

Libresse is a leading international personal hygiene brand, part of ESSITY Company, that seeks to break down the stigma around menstruation, as well as actively promotes its values and dictates semantic trends to competitors.   Problem The team had to integrate product content into social media communications to promote menstrual night pads and integrate this topic into the brand’s overall narrative about female health and breaking down stereotypes. Solution The team adapted and expanded the Periodsomnia strategy, in which it systematically told the audience about the new product, using information from the brand’s research on women’s sleep during periods and recommendations for improving it. The valuable information made the product content maximally native and useful. Implementation For the brand’s Facebook and Instagram pages, the team adapted the international project "#Periodsomnia" to launch new night pads. The project became a new rubric. The photo content for the rubric was selected to depict various female bodies, some of which were far from beauty standards. The photos also depicted women in their underwear, with the product itself visible. The texts in “Periodsomnia” contained advice on female health during menstruation as well as addressed and destroyed stereotypes around the topic. Thanks to interesting and engaging information, the product posts collected many comments, likes, and shares. Followers thanked us for the truthful portrayal of sleep during periods and for raising the topic in general. One of such posts even went beyond Libresse’s social media: a follower posted a screenshot of it on X with an approving caption. Her post got 118.9 thousand views and 4 thousand likes. The Periodsomnia project, as a launch of a new night pad product, fit perfectly into the brand’s overall Instagram and Facebook strategy, as it continued breaking down the stigma around menstruation. Results We evaluated the results in December 2023 and compared them to the figures for 2022, before the implementation of the strategy. The main indicators on the Instagram page stunned us: ER grew from 0.8% to 66.7%, by 83 times. Page reach also increased: from 1,399,256 at the beginning of the campaign to 3,023,377, post reach almost doubled from 1,021,726 to 2,034,998, and stories reach  grew by 11 times, from 83,015 to 988,373. The dynamics of individual posts are no less exciting. For example, the amount of likes increased by 9 times, from 961 to 9,277. The amount of comments also increased: from 48 to 110. The amount of saves - from 65 at the beginning of the strategy implementation to 377. The number of subscribers grew from 7,974 to 8,770, which is almost 10%.