Honestpad
Performance Marketing
⬆️ 120%
⬆️ 176%
⬆️ 112%
2.0
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Honestpad is a new launch in the market falling under the premium sanitary pad category.They are India’s first 8 Hour Pad Toxin-free pad made with Bamboo Charcoal layer Founded in Tamilnadu, India by Mrs.Abirami Duushyanth. Their product is loved by thousands of women within 3 months of reaching PAN India through digital marketing. As one of the best menstrual hygiene startups, they have been featured by Femtech India, Deccan and The Hindu.
The 8-hour toxin-free pad is exclusively made for heavy periods and sensitive skin. The sanitary pad falls under the premium pad range with extremely good quality offered at an affordable pricing compared to the competitors.They target working women who do not have the luxury to change pads every 8 hours in public washrooms to protect them from pad toxins.
Honestpad is a new launch in the menstrual hygiene market place with a premium pad range that requires the brand to build trust and convince women to try the product for two consecutive months and then turn them into returning customers. Being a personal hygiene product at a slightly higher price compared to commercial pads, it is quite challenging to convince more customers. They had a live e-commerce website on shopify and their social media presence was zero. Honestpad approached us for integrated marketing services to build a brand strategy, increase brand awareness, promote the product, and drive sales from scratch. This required us to understand the product’s value proposition, conduct market study, analyse competitors, and develop the product’s unique selling points and positioning strategy. The objective was to drive traffic and awareness through a free sample strategy for the first two months, gather product feedback, and then pivot to intentful traffic with actual sales, thereby increasing returning customers and overall sales.
To market the new premium sanitary product and achieve their goals, we began with a free sample campaign online for the first two months, which created brand awareness and a surge in website traffic. We crafted a comprehensive strategy to collect feedback and retarget the audience through retargeting campaigns and new customer acquisition. By analyzing social media comments and addressing customer apprehensions about the product, we developed an ad copy that effectively conveyed the product’s unique selling points.
Through continuous monitoring of the user journey on the product landing page using relevant tracking tools, we optimized the page at regular intervals to ensure increased conversion rates. We focused on A/B testing campaigns on Meta ads and allocated the budget to one high-performing ad campaign that resulted in significant click-through rates and purchases.
To increase the returning customer rate, we integrated WhatsApp marketing tools, email marketing, and scheduled broadcast campaigns with strategic content for top-of-mind recall and improved sales conversions. We also collaborated with regional nano influencers, resulting in 4 million views and a 30% increase in sales every month.
The first two months of setting up the social presence, ads accounts and revamping website, we built a marketing playbook, ran the sample campaign which resulted in 2000 orders in two months. We learned the positioning that worked, collected product feedback and chose to hit the market with the actual market price of the product. Within 3 months of implementing Meta Ad campaigns, we achieved remarkable results, generating sales from 0 to six-figure sales per month, with a ROAS of 2.0 and Shopify store conversion rates reaching about 7%, along with a 112% increase in total orders. These achievements are a direct result of implementing optimised landing page improvements, leveraging performance marketing through Meta Ads, and conducting strategic WhatsApp / email/ social media campaigns strategically.
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Within the first 8–10 weeks of launch, the campaigns generated strong traction, leading to 2000+ sample orders and consistent six-figure monthly sales in the third month.
Absolutely. The Honestpad strategy model — combining sampling, retargeting, and storytelling — can be adapted for any new-age D2C brand looking to build trust and scale quickly through digital platforms.
Yes. While this case was for job placements, the same SEO strategies work for healthcare, real estate, e-commerce, and more.
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