DIVA Period Underwear Launch
Our goal was to introduce Diva’s first reusable period underwear into a saturated market while addressing very real consumer concerns around safety, fit, and PFAS-free materials. Audience segmentation research conducted with an external agency highlighted these questions as purchase barriers, so we knew our launch content had to preemptively answer them in a way that felt both authoritative and community-driven.
Creative Strategy + Execution
Conceptualized the full creative direction, leaning into movement and flexibility to highlight comfort and fit.
Introduced a fresh color palette (lavenders, greens) to align with Diva’s rebrand and inject vibrancy against the black product.
Directed a dual-shoot strategy:
Campaign shoot with diverse models captured dynamically to emphasize inclusivity.
Community casting shoot, inviting real Diva users — from agricultural workers to a doula — to share how period underwear could integrate into their daily lives.
Created educational content informed by consumer analysis: size guide breakdowns, PFAS safety Q&As, and behind-the-scenes insights into product development.
Produced a Q&A series with our VP of Operations, making product expertise visible while humanizing the team behind the innovation.
Strategically repurposed content across TikTok and Instagram (short-form videos, BTS clips, interactive Q&As) to maximize reach and resonance.
Impact
The launch delivered top-performing social metrics, with content that lived well beyond release. By blending consumer research, product transparency, and community storytelling, we built both trust and momentum for Diva’s entry into the reusable period underwear space.
→ Role: Producer, Creative Lead
→ Timeframe: 2023
→ Team: Cross-functional collaboration with agency, photographer, community managers, paid media team, Director of Marketing and Social Coordinator
→ Impact: High-performing launch content across TikTok and Instagram