This menstruation patch startup reached 175M views & 1.3M followers on TikTok.
14% of videos are high-performing/viral. All homemade.
The strategy:
This “menstrual education” niche has been growing for the past years. Period tracker apps, pain relief, educational platforms, …
Period Harmony is the #1 search result if you type «period» on the search bar.
Their content
Is funny/memetic, relatable, original.
They made a pink ovary puppet, which became the main character of 95% of videos in the account.
All videos follow a similar meme structure, with
Strong text hook => “When you just finished your period”, “When the hormones hit”
- simple video of puppet dancing/jumping/moving
- on-screen caption
- viral music audio playing (funny combo with the text)
And time after time, they
Reach millions of views + and crazy levels of engagement.
This one: 5.7M views => 588K likes, 6.6K comments, 14K saves
The found that
By creating mascot content
- They could generate very high brand awareness
- Produce bulk content at near zero cost and very little effort
Looking at their search traffic & Amazon data, I’m not sure how much they manage to funnel down the product with this content strategy.
Imo, they could squeeze WAY more out of this if they optimize/scale.
Meme content is a great way to build top funnel/targeted audience for accounts.
