On World Sleep Day, Sofy redefined its approach to reaching Chinese gen Z women by replacing traditional short-form content with a branded podcast series addressing menstrual insomnia. Leaning into insights that nearly half of affected women turn to audio for relief, Sofy launched lullaby-style wellness episodes across top podcast platforms.
Nearly 500 million women in China experience menstrual insomnia, struggling each month to get the rest they need due to hormonal changes. To appeal to women during these vulnerable menstrual nights, Sofy needed to address their primary need — comfort. Despite being a pioneer, Sofy faced fierce competition and product homogenization due to constant imitation by domestic and international brands. This necessitates marketing efforts to enhance brand perception and trust.
World Sleep Day is a key marketing moment for the Sofy Comfort Night series. The brand aimed to leverage innovative marketing campaigns to raise consumer awareness of comfortable menstrual sleep, strengthen Sofy's perception as "reliable" and "trustworthy," and solidify the brand as a leader in the nighttime sanitary pad market. Sofy also needed to tap into innovative media approaches to effectively own the nighttime usage scenario and capture consumer attention in today's saturated short video landscape, especially with a limited budget.
Sofy has leveraged World Sleep Day for three consecutive years with its "Let Her Sleep Soundly" campaign, featuring collaborations with various social media key opinion leaders (KOLs). However, the reliance on traditional short-form video marketing has proven limiting. The current landscape is oversaturated with similar content, making it difficult to effectively convey the product's value proposition within the specific context of nighttime use and truly capture the target audience's attention.
Softy's research revealed a unique opportunity for the brand to engage with women. It found that 70 percent of women suffer from menstrual insomnia, and interestingly, 49 percent of these women seek support through podcasts. This intersection presents a distinctive avenue for Sofy to connect with and support women.
Podcasts are a popular medium for women to seek emotional solace, foster a sense of community and relax from menstrual discomfort. This behavior peaks at bedtime, making it the ideal moment for Sofy to connect emotionally with its prospects.
By understanding these insights, the brand realized that integrating a soothing, supportive content experience into women's pre-sleep routines could effectively address their needs.
Gen Z women, the primary target audience for Sofy, are known for their individuality, innovative self-expression, and willingness to embrace new experiences. They are vocal about the modern-day challenges they face and are constantly on a journey of self-discovery and identity formation. To effectively engage with this demographic, the brand's storytelling had to be sharp and impactful and directly address their specific concerns.
Acknowledging the widespread issue of menstrual insomnia among women, Sofy pioneered an innovative marketing strategy by harnessing the soothing qualities of podcasts.
The brand crafted a serene lullaby podcast series, seamlessly integrating it into women's pre-sleep routines. This allowed Sofy to evolve into a trusted ally, providing emotional and physical comfort.
The podcast series encompassed a range of health and wellness topics, underscoring the importance of self-care and overall well-being. It addressed contemporary sleep issues brought on by societal stressors and technology use, suggesting remedies such as enhanced routines and innovative products to alleviate pre-sleep anxiety.
Sofy Comfort Nite was subtly interwoven into the narrative, positioning it as a gentle and comforting solution within a tale of empowerment and care.
Sofy's innovative marketing strategy, which capitalized on the distinctive qualities of podcasts, successfully elevated both the product's perception and the brand's image. By harmonizing the campaign's content and context with the sleep-promoting aspect of podcasts, Sofy effectively incorporated its product into a pertinent scenario. This method underscored the practical advantages of product innovation in facilitating comfortable menstrual sleep, and fortified Sofy's reputation as a dependable and soothing companion.
Compelling content deserves an impactful launch to effectively convey its message. To amplify awareness about the implications of sleep health during menstruation, Sofy needed to introduce the podcast series on a day that held significant relevance to menstrual insomnia.
Consequently, Softy chose World Sleep Day for the launch of its podcast series across all major podcast platforms in mainland China, including Xiaoyuzhou, Apple Podcasts, Himalaya, QQ Music, and NetEase Music. This strategy emphasized the importance of comfortable sleep during the menstrual period.
To maximize reach and establish a deeper bond with women, the brand partnered with leading podcasters to jointly delve into the issue of menstrual insomnia. Through Weibo posts and short videos, Softy amplified the impact with intimate and informative content. These podcasters shared personal narratives underscoring the significance of health and positivity, ensuring the content was both engaging and educational while providing a communal journey of support for women dealing with menstrual insomnia.
This approach enabled the brand to connect on a personal level, positioning Sofy as an essential part of their nighttime routine and a source of comfort during their period.
Sofy Comfort Night, a leading overnight brand under Unicharm, is dedicated to ensuring worry-free sleep during menstruation. Through astute market segmentation and cost-effective strategies, the brand has effectively elevated its overall preference among consumers. In particular, Sofy Deep Sleep addresses menstrual-related sleep issues with bespoke solutions such as the "Deep Sleep Security Pants." This trailblazing product in the pant-style sanitary pad category offers superior overnight leakage protection.
Sofy holds a significant place in China's sanitary pad market, ranking within the top 10 brands and commanding an approximate market share of 12 percent. The brand proactively interacts with consumers through varied marketing campaigns and social media platforms, cultivating emotional bonds and bolstering brand loyalty. This consumer-focused approach has led to growth rates that surpass the industry average.
The podcast campaign was a success in transforming Sofy into a trusted comfort symbol, creating communal support for women during vulnerable times, and addressing menstrual challenges. Results included:
The true triumph was in the personal impact — the restful nights of sleep Sofy enabled and the comfort it provided. Women now saw Sofy as more than a sanitary napkin brand, but a symbol of nocturnal solace. The brand's return on investment was measured not only in revenue, but also in the trust it garnered, solidifying Sofy's position as the ideal choice for menstrual sleep comfort.
