A highlight of the Women in Retail Leadership Circle (WIRLC) launch party last week was the showing of a viral video called “First Moon Party,” which features a tween girl who fakes getting her period — to disastrous results.
The hilarious video was the brainchild of one of the event’s speakers, Naama Bloom, former American Express marketing director and founder and current CEO of HelloFlo, a period supply subscription startup that sells “period starter kits.” HelloFlo ships a customized box of period supplies to customers’ doors days ahead of when they’ll actually need them, putting an end to the guessing game and emergency trips to the drugstore.
The First Moon Party video comes on the heels of HelloFlo’s 2013 “Camp Gyno” viral video ad. That video introduced the brand and tells the amusing story of a tween girl who’s the first to get her period at summer camp, and who uses that milestone to become popular.
The First Moon Party video currently has 20 million views on YouTube, while the Camp Gyno video has 9 million views, Bloom told the packed audience. The reason they’re so successful, she said, was because they take a taboo and awkward subject and present it in a fresh and appealing way.
“With these videos, I’m building a long-term brand that tells a story that feels authentic to me,” said Bloom, who spoke during the The Best Customer Engagement Strategies session at the launch party. “I’m building something meaningful to me that also connects emotionally to the consumer about a topic that has never really been discussed in this way before.”
Yes, HelloFlo is the ultimate approachable BFF that’s turned the cringeworthy monthly “gift” into a cultural norm that women, girls and even men no longer have to blush over.
So, have the videos helped create customer engagement with the brand? That would be a big yes, according to Bloom.
“Ever since we posted the videos, we’ve been getting tons of comments and emails from viewers,” she said. “People are highly engaged with our brand [because of the videos]. They’re talking about them and bringing people and attention to the brand.”
Bloom said this is more important for her than the number of people who actually purchase a HelloFlo box or subscription. “I care deeply and perhaps even more about what people are saying about the brand on Twitter [than anything else],” she said.
Below you’ll find the First Moon Party and Camp Gyno videos. What do you think about HelloFlo’s videos, and/or Naama Bloom’s strategy for driving customer engagement? Please let us know by posting a comment below.