Executive Summary

This case study examines how a premium direct-to-consumer period and incontinence product brand transformed its advocacy program into a powerful engine for both social impact and business growth. By forging strategic partnerships with respected organizations and implementing a customer-matching donation initiative, the brand achieved remarkable results: 100,000 products donated to those in need, a 23% increase in customer loyalty, 14% higher average order values, and $80,000 raised for advocacy causes. This success story demonstrates how authentic social responsibility initiatives can simultaneously advance mission-driven goals and deliver measurable business outcomes.

The Client

The client is a direct-to-consumer brand known for its premium, comfortable, and absorbent products designed to support various stages of life, including period underwear and incontinence solutions. The brand's mission is to empower every body through access to period products and to combat societal stigmas surrounding menstrual health. Their commitment to social responsibility is reflected in their advocacy platform, which aims to provide better education and support to those in need.

The Challenge

The client had an existing advocacy program that needed revitalization to maximize its impact. The program had potential but was falling short of delivering meaningful results both for beneficiaries and for the brand. The objectives of the revitalization were to:

• Increase engagement and support for causes championed by the program

• Expand customer participation in advocacy efforts

• Strengthen brand affinity through a robust social responsibility initiative

• Align advocacy efforts more closely with the brand's core mission

My Approach

Strategic Partnerships

I identified and collaborated with renowned organizations whose missions aligned perfectly with the brand's values:

• March of Dimes: Supporting maternal and infant health initiatives

• Make-A-Wish: Providing comfort and joy to children facing serious illnesses

• Alliance for Period Supplies: Ensuring access to period products for underserved communities

These partnerships were selected based on rigorous criteria including mission alignment, operational effectiveness, and their ability to distribute product donations efficiently to those most in need.

Multi-Channel Awareness Campaigns

I developed and executed comprehensive awareness campaigns across multiple channels:

• Social Media Strategy: Created a dedicated content calendar featuring personal stories from beneficiaries, behind-the-scenes looks at donation distribution, and educational content about period poverty. The most successful format proved to be authentic video testimonials, which generated 3x the engagement of standard posts.

• Influencer Collaborations: Partnered with 15 micro-influencers (10K-50K followers) who had personal connections to the cause. Rather than one-off sponsored posts, we established ongoing relationships where influencers documented their involvement with donation events, creating more authentic content that resonated with audiences.

• Educational Webinars: Hosted monthly webinars on topics including "Breaking the Period Taboo," "Menstrual Equity as a Human Right," and "Supporting Menstrual Health in Underserved Communities." These webinars attracted an average of 500 attendees per session and positioned the brand as a thought leader in the space.

Customer Participation Incentives

To drive customer involvement, we implemented:

• 1:1 Matching Program: For every customer donation, the brand matched it with an equal product or monetary contribution.

• Transparent Impact Reporting: Created a dedicated webpage with real-time updates on donation totals, impact stories, and upcoming advocacy events.

• Post-Purchase Engagement: Redesigned the post-purchase journey to include information about the advocacy program, making participation a natural extension of the customer experience.