Respect by Soodox
CASE STUDY
Client Name: Respect by Soodox
Industry: Pharmaceutical/FMCG
Location: Sydney based, nationally available product
Account leads: Amanda Lacey, Lindsay Cumming, Freddie Fletcher
About Respect by Soodox
Australian health and wellness brand Soodox planned to launch the Respect by Soodox range, a healthier approach to period products. Soodox founder Shida Kebriti noted that PFAS, also commonly known as forever chemicals, existed in many mainstream period products including tampons, pads, and undies, causing unavoidable harm to consumers and the environment.
Respect by Soodox comprised five products – Organic Cotton Tampons, Organic Cotton Pads, Organic Cotton Undies, Period Wash, and a Heat Pack. The tampons, pads, and undies were made with certified organic cotton – free of forever chemicals.
Our Approach
Soodox engaged Popcom to assist with product creative and a PR strategy to launch the Respect by Soodox range to market, communicating the message that healthy, PFAS-free period products benefit the environment and the bodies of the people using them. The project was broken into four parts:
Research:
We conducted desktop research into the feminine hygiene market in Australia.
We tested the products with a population sample size of 30 women who received non-branded products to try and give us feedback on including the period wash, tampons, period undies and pads. Each participant received a pack with some basic information about the products and were asked to fill in a questionnaire via QR code to form.
From these insights we were able to make informed decisions about what the consumer finds important from a brand.
Design:
POPCOM engaged Lightbulb design and also senior advertising consultant Don Morris AO to assist with the design process. It was essential for the product to stand out we planned for multiple products to sit alongside each other on the pharmacy shelf.
We were also responsible for all of the packaging copy.
Launch:
Once the product was ready to go live, we built a comprehensive media plan including and advertising schedule and a launch party, inviting key media contacts and pharmacy owners to meet the Respect by Soodox range. Our launch plan included:
Advertising schedule and paid media plan
PR plan
Launch party
Media schedule and media outreach
Media placement (earned and paid, digital and print)
Social media design and coordination (Instagram, TikTok, Facebook)
Post Launch:
After the official launch of Respect by Soodox, we continue to support the brand through ongoing PR and marketing communications including:
Social media ongoing (check it out here!)
Monthly blog writing for website
EDM and newsletter design and coordination.
Results
Exclusive interview with The Daily Mail
Retail and Trade press coverage including Pharmacy Daily, Retail Pharmacy and in house pharmacy publications
Coverage in targeted female publications and online forums
Product now stocked in Pharmacies nationally
Highlights
The TikTok interviews conducted on the night of the launch party by content creator Hattie Oates - check them out here
