— Oi — INTERNATIONAL MARKETING
Oi achieved distribution into mass-market retailers in the USA for its tampons and pads made with 100% certified organic cotton, and its zero waste cup. Oystercatchers NZ worked within the Oi team and led some key staff, the various creative agencies and research for this multi-dimensional campaign. This included trade shows, sales tools, retailer aligned campaigns, in-store displays, couponing, social media, digital advertising, sampling, websites, product development, e-commerce and public relations.
In December 2019, Oi reached No 20 on the Fast 50 and was the fastest growing product within its category.
— THE APPROACH
Insights
The USA mass market responds to caring for your body and reassurance that the product works.
While caring for the environment was important, this was secondary to making a healthy and safe choice. Environmentally aware consumers were Oi’s fan base.
Packaging needed to communicate the purity of the product and required tweaking. Getting the product trialled is key to getting confidence and brand trust.
Strategy
Educate on the problem: Most other tampons and pads were made with synthetics that didn’t biodegrade and had chemicals. Yet this was not well known.
Provide Oi as the answer – made with pure, natural absorbent organic cotton. Affordable and available at mass retailers.
Use testimonials from real people who are influential through their network. Create a revolution for change through social media, influencers, ads and public relations. Target marketing activity to reach retailer and e-commerce audiences for ease of conversion.
Marketing campaign
Marketing campaign “Change your world this month” to empower those with periods to make a switch for them and their world.
Own at retail and across media the natural green painted style, and use of white for purity. Reinforce authentic brand with real people not staged models. Promote everyday social influencers sharing how they ditched synthetics and linking to product offers to get conversion.
National social media and PR owning the call to reduce plastic in the category and empowering others to join the revolution, by making an affordable switch each month.
Oi – The growing voice of change - developed with Cato Brand Partners.
Helen Robinson, CEO inspiring other women to make a choice for good.
Building trust before trial was a key element for this product category. Getting documentary style interviews by well known women, helped to communicate the “why” buy the product and build brand awareness.
Helen Robinson, CEO on Coffee with America
Instagram posts to grow the USA fan base.
Tradeshow kit
On brand eye-catching displays were developed by Oi’s in house designer for the Trade Shows in the USA.
Gigantic Oi Girl packs were combined with the call to action “Change your world this month” and the woman carrying the recognisable packs. Similar kits were developed for New Zealand trade shows and events.
Instore
Stand out packaging, displays and location, were essential to get noticed in mass market stores.
The Oi brand maintains a natural rather than computer generated feel. Hand painted slogans, the shades of green, pure white and the Oi Girl animals are all integral to the brand.
Display units
Attention grabbing display units create more in store impact. Packaging evolved in response to consumer feedback.
More white space and clear product descriptors were introduced to emphasise what research showed consumers looked for. This also helped the brand name stand out more.
Attention grabbing imagery on the synthetic problem, smart retail displays to get seen and targeted offers to encourage trial in the USA. Oystercatchers NZ worked with Oi USA design & sales staff and Cato Brand Partners on this campaign
Hosted and promoted videos to attract consumers to Walmart to trial the product.