#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)
Awarded 2020 ECCO ‘Campaign of the Year’ + Bronze at the Golden Target Awards
As COVID-19 hit, panic regarding access to hygiene products quickly ignited.
IMPACT and Modibodi saw an opportunity to encourage community positivity and ignite discussions around how to access affordable, sustainable hygiene products.
Just 7 days into the pandemic crisis, IMPACT developed a #NOPANICPERIOD strategy to mobilise the Modibodi tribe, position Modibodi as an essential service and connect with vulnerable Australians:
- Mobilising the brand’s highly-engaged network, ambassadors and influencers called for an end to hoarding and panic buying of single-use sanitary items, asked followers to consider more sustainable options like Modibodi, offering a discount code to provide additional support to all women during a trying time
- Government and top tier media relations were critical in positioning Modibodi as an essential service among key Government ministers
- Modibodi donated 1,000+ leakproof undies to 12 vulnerable communities groups to ensure women in need did not experience period poverty