Holiday Campaign (DIVA, 2023)
The holidays are dominated by glittery, surface-level campaigns. For a menstrual care brand like DIVA, the challenge was: how do we cut through holiday noise with meaningful content that stays festive but true to our advocacy?
We needed a campaign that blended seasonal excitement with educational storytelling about periods — pushing past stigma while still tapping into holiday rituals.
Creative Strategy + Execution
Audience feedback and social listening revealed an appetite for lighthearted but informative content, especially during a season saturated with consumerism.
Reframed the “user need”: people wanted shareable, fun content for the holidays, but also valued DIVA for its myth-busting authority.
→ Concept: Debunk period myths through a festive, celebratory lens.
→ Role: Producer, Creative Lead
→ Timeframe: 2022
→ Team: Director of Marketing, Social Coordinator
→ Impact: TikTok series with top-performing engagement
Developed a cohesive campaign narrative centered on holiday myth-busting, pairing common misconceptions about periods with playful, seasonal storytelling.
Added an engaging giveaway mechanic to incentivize interaction.
Maintained consistent copy across touchpoints (posts, stories, giveaway messaging) to unify campaign tone.
Led creative direction, oversaw original content production, and wrote all copy for campaign rollout — ensuring both educational depth and festive relatability.
Impact
The campaign became one of DIVA’s most engaging holiday activations to date. In December alone, it generated 28,000 organic Reel plays on Instagram and 87,000 video plays on TikTok, contributing to both platforms surpassing 1M+ organic video plays in 2023.
Beyond the numbers, the campaign demonstrated that feminist health education could thrive in seasonal, joy-driven contexts — audiences not only engaged with the content but celebrated it as a refreshing alternative to the typical holiday ad landscape.