"MY FIRST
PERIOD UNDIES"
CAMPAIGN
“My First Period Undies” is a student project based on a Malaysian period wellness brand Bobble It. Period underwear is an extra-absorbent underwear made to be worn during menstruation.
PRIMARY RESEARCH
KEY FINDINGS
1. Openness to the topic of menstruation but lack of in-depth knowledge
2. Hesitancy to invest as little is known about period underwear
3. Younger Gen Z are more embarrassed with the topic of menstruation
THE CAMPAIGN
“My First Period Undies” is based on the key concept of “beginning.” The brand takes the role of a guide, introducing menstruators to this new period product. The campaign builds on Bobble’s existing aesthetic, tweaked for a younger appeal, with approachability as a key characteristic for the more apprehensive younger Gen Z.
PROMOTION STANDEE- Primary research showed doubt regarding the
period underwear’s functionality and physical interaction with the products would bring assurance.
GIVEAWAY- Many respondents have a low income (most are students), so a giveaway
is the most attractive option as it is the only one with a non-financial qualifier. They are
generally comfortable with discussing periods, so they're likely comfortable posting
period-related content for the giveaway.
Period Kit contents
Social Media Mockups
Video Storyboard and Mockups
