Feminax
From Fear to Peers
Feminax, one of the leading women’s health brands in Indonesia, has long been committed to empowering women through effective period care solutions. With the launch of two new products, Feminax Lancar Haid and Feminax Vitabright, the challenge was clear: to make this legacy brand resonate with today’s Gen Z audience while staying true to its core value.
However, Gen Z’s skepticism toward mainstream health brand promotion, who often create fear-mongering messages, makes the task more challenging. They crave authenticity, peer validation, and brands that speak their language, not corporate messaging. This is why they ask CDL Agency to help them overcome the challenges through social media content & activations.
Let Real Voices Lead
As we know, mainstream health brand promotion would find it difficult to cut it with Gen Z. So we flipped the script. Instead of fear-mongering and telling them why to trust Feminax, our strategy is to let their peers do the talking. Our big campaign, #BebasBeBest, led the way in this strategy. A campaign that turned period care into a badge of empowerment. No sterile medical jargon, just real talk about thriving through cycles. In this campaign, we also partnered with micro-influencers and communities. Not to preach, but to spark authentic conversations. And that’s when the growth comes!
We’ve gained more than 524 authentic product reviews with over 5M impressions and 250K+ engagements from this campaign. The number of followers on Feminax’s social media account also skyrocketed by 235%. By putting real stories at the forefront, we didn’t just increase Feminax’s reach, we built a community of advocates who trust the brand.
