#nopanicperiod puts a pause on pandemic hoarding
Modibodi influencer network reaches an audience of 820K+ (164% KPI). Earned media reaches an audience of 7.5+ million (375% KPI)
Discount code generates direct sales over $54,000 AUD (270% KPI)
Modibodi confirmed by government as an essential service. 12+ welfare groups receive 1,000+ free leak proof undies for women in need
As COVID-19 hit Australia, panic regarding access to sanitary/hygiene products quickly ignited.
Aware that panic buying and an economic downturn would significantly impact its target audiences, IMPACT and Modibodi saw an opportunity to encourage community positivity and access to affordable, sustainable hygiene products.
Just 7 days into the pandemic crisis, IMPACT and Modibodi developed a #NOPANICPERIOD strategy to:
- MOBILISE the Modibodi tribe, leveraging the brand’s network of ambassadors, influencers to call for #nopanicperiod and put a stop to single use hygiene panic buying
- POSITION Modibodi as an essential service with key Government ministers to ensure Australians’ accessibility to hygiene products during the pandemic
- CONNECT with and support vulnerable community members through reputable organisations to ensure Australians did not experience period poverty. A discount code also provided everyday Aussies with additional support during this trying time.
The #NOPANICPERIOD influencer campaign was activated within three days from concept to execution, involved no influencer spend and had a material impact on Modibodi’s customers and communities across Australia.