Organic Initiative

Marketing case study

The challenge

The challenge

Organic Initiative has built a name for itself in New Zealand as a leading feminine care brand with 100% pure, certified organic cotton products that are biodegradable and hypoallergenic. They are led by a passionate team of women creating global change and inspiring more people to care for themselves and their environment. With their global expansion, Oi’s goal was to corner the organic feminine hygiene market in the U.S. by being the best in (and for) the world. We were tasked with translating their philosophy and messaging into something that all women in the U.S. would embrace.

Oi's goals included creating social media campaigns that resonated with “everyday women” and inspired them to lead the revolution: switching from non-biodegradable plastic tampons and pads to organic products without chemicals or toxins. (Decreasing environmental pollution is a lofty mission but what could be more important!) With an aggressively growing category, their U.S. awareness needed to grow equally fast while remaining true to their core ethos of transparency.

Oi wants women to know that when they say yes to Oi, they say yes to their health and their environment. They also say yes to making the world around them a better place for future generations.

The services

The results

The results

Month over month, Organic Initiative's followers and engagement continued to grow, and their U.S. audience began to champion their products and their messaging. In four months:

  • U.S. page reach increased from 148,400 to over 1.6 million per month
  • Facebook engagement on Facebook doubled
  • Facebook reach increased by 95%
  • Instagram followers doubled
  • Instagram profile views increased by 85%
  • Email clicks tripled
  • Instagram reach increased by four times its original audience
  • Launched in 3,000+ U.S. Walmart stores
  • Launched in 127 H.E.B locations in Texas
  • Planned to launch in CVS and Bed, Bath & Beyond stores nationwide by the end of the year

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