In today’s digital landscape, when a brand truly speaks its audience’s language, a real connection follows. For SOFY, that meant going beyond product talk and stepping into Gen Z’s world with bold, relevant, and empowering content.
The Brief: Make Periods Part of the Conversation
SOFY wanted to connect with a new generation of users, young women navigating life, identity, and self-expression, all while destigmatising menstrual health. Our challenge? Turn pads into content Gen Z wants to engage with.
Our Strategy: Speak Their Language
We developed a social-first strategy focused on content that was:
Visually bold: Eye-catching formats that stop the scroll
Culturally relevant: Tapping into trends, sounds, and formats native to TikTok
Emotionally resonant: Encouraging open, confident conversations about periods
Community-building: Fostering inclusivity and normalizing menstrual health
Every platform speaks a different language, and for SOFY, we listened closely. Our content strategy was tailored to match user behavior across Instagram, Facebook, and TikTok, allowing us to maximize reach, relevance, and resonance.
Our performance on social media underscores the importance of motion-based formats, authentic storytelling, and cultural relevance. Here are some key highlights from our learnings:
Videos continue to lead engagement:
Five out of the top six posts were video-based, indicating a strong audience preference for dynamic, motion-driven content.Human-focused content connects:
Posts featuring talents or a visible human presence consistently delivered better engagement, reinforcing the value of authentic, personal storytelling.
Trendjacking boosts visibility:
Content aligned with popular trends performed well, proving that staying culturally in-tune helps drive interaction and shares.
What We Achieved:
2.2M Reach
5.7K Engagement
TikTok follower growth of 256.4% — from 353 to 1,260 followers
43,160 organic content views across social platforms
Ready to connect with your audience in ways that matter? Let’s build bold, culturally relevant campaigns together. Reach out at hatters@madhat.asia.