Intimate products are a competitive category, and entering the market required a strong communication strategy. Two things were placed at the heart of the strategy 1. a bold, differentiating creative concept and 2. taking control of the consumer’s digital purchase path. The result was the Naisten Alakerta (Women’s Downstairs) online service and the launch of what has become a success story.
The starting point in terms of communication presented both opportunities and challenges. The unique active ingredient, alpha gos, is found only in Gynevia. The challenge, however, was that the main competitors are well-known brands with large budgets for consumer communication. The alternative was to do things in a new way, which is not expected from a pharmaceutical company and a pharmacy product.
The Stragen team was open-minded, bold, and open to ideas, and they threw themselves into the design process. The close collaboration has lasted almost four years, during which time Gynevia has risen to the top of its category.
The main objectives were: 1. To raise awareness of Gynevia among consumers and professionals (gynaecologists, public health nurses, pharmacists) 2. To reach an annual sales target in pharmacies 3. To change the intimate and sexual thematics to positive, direct and to the point.
Measurements were carefully defined. As the baseline level of awareness was zero, we decided to monitor the development of awareness using indirect indicators. Examples of the KPIs set were website analytics, advertising results, engagement, sales development, and market share.
The mission behind the objectives is based on the idea of reforming the area of intimate and sexual health in Finland: internationally, we are already quite brave to talk about downstairs issues, but usually the discussion is humorous, sarcastic or negative. We want to work hard and persistently to change this. The work continues still.
The collaboration started with the development of a communication strategy, including the definition of customer profiles and purchasing paths. Bold measures were at the heart of the implementation.
First, we built the Naisten Alakerta website as a home base for all information. It now also serves as a common home for another Stragen product in the same category.
For the launch, we developed the concept Does it smell downstairs? The background is that bacterial vaginosis is poorly recognised and its most obvious symptom is fishy-smelling vaginal discharge.
Content is regularly published in different formats on selected intimate topics. In 2021, for example, we partnered with MyBnB Live to offer a pelvic floor exercise session once a week. Targeted advertising and marketing of Naisten Alakerta content on social media channels is an ongoing effort.
Other actions that have been taken: the Naisten Alakerta event concept, with the successful vagina photo wall at the I love me exhibition, events and an extranet section for professionals, native advertising, SEO, SEM.
YTD Growth
Growth percentage of the number of packages purchased for the period January 1 to August 31, 2021
Brand searches
Number of monthly brand searches on Google
Site visits
The average monthly number of visitors to the Naisten Alakerta website is over 15 000