Modibodi’s Marketing Starts A Larger Conversation
Modibodi is a brand that gears its marketing around representing and connecting with women. In its latest campaign, ”Embodied.” the brand beautifully and unflinchingly showcases women’s bodies postpartum.
Modibodi creates underwear for people that are bleeding or leaking, offering a solution. While such a practical product might seem like it would lead to bland or practical marketing, Modibodi has taken a different approach.
The brand rallies against social norms, looks to break down stigmas and as a result – its marketing constantly ignites conversations.
The campaign “Embodied” is simple enough. It features beautiful images of women postpartum, except it doesn’t gloss over the realities of a women’s body after giving birth – the photos include stretch marks, scars and non-flat stomachs – you know – a women’s body.
It shouldn’t be abnormal but it is in our airbrushed society. After all, we are in a world where unrealistic post-baby bodies are treated as social media currency.
Liana Lorenzato, CMO of Modibodi, said: “Embodied is also a campaign we are very proud of. As a mother, to see all facets of postpartum in a complete library is amazing and shows women across the world that each person’s postpartum journey is different.
“We want women to feel prepared, seen, understood and proud of their postpartum journey – whatever it looks like.
“By showing unfiltered images which acknowledge the tough times and the triumphs of this significant stage of motherhood we hope people who now search post-partum via the Getty Images library can feel represented.”
This is why the “Embodied” campaign cuts through and has generated buzz online. It’s showcasing a reality and not trying to sell consumers a fantasy. Modibodi isn’t going to ‘fix’ your body postpartum body, instead, it’ll offer practical relief and support.
Of course, this accurate depiction of women isn’t new for the brand. Modibodi always gears its marketing around representing all types of bodies, rather than just focusing and fetishising one particular type. It’s an unflinching approach and originally the brand was told, in the early days, that it wouldn’t work.
They were told to go for glamour and aspirational over real and authentic.
Lorenzato said: “When we first began marketing Modibodi, we were repeatedly told we’d need super glamorous ‘perfect’ models to make supposed unmentionable topics like menstruation and incontinence tolerable to women and the media.
“Our founder and CEO, Kristy Chong would ensure we did not conform to this. We refused to believe this was the only way we could have a presence in the market and from day one we’ve sourced customers and everyday women from diverse backgrounds to help showcase our products.”
It’s the refusal that has paid off.
@modibodi
The brand has tapped into a key market, everyday people that need a practical solution to very human issues.
This has allowed Modibodi to create a community around leakproof underwear. Currently, Modibodi has over 180,000 thousand followers on Instagram and it uses a slew of influencers that all depict Modibodi in their own unique way.
By staying away from the airbrushed and focusing on the real the brand has built a loyal following. While this may seem normal now, it wasn’t when Modibodi began its marketing journey.
Lorenzato explained: “Engagement is key. We connect with our customers through multiple platforms daily to converse, listen, inspire, inform and educate.
“Our customer feedback is vital to the development of our products and the fundamentals of our business. Our closed group is a truly rich experience, we love that we can have a two-way conversation with our customers and fans of Modibodi across all of our categories.”
The two-way conversation has seen the brand morph into a community and has changed the way women talk about their bodily functions and periods.
The fact that influencers are now candidly discussing leaking says a lot about the power of Modibodi. They’ve bought their brand into the conversation and made women feel seen and represented!
Latest News
‘Blair Is Mr Happy, Beau Is Mr Dopey, I’m Mr Grumpy’ – Top Gear Australia Hosts Reveal What It Was Really Like Filming
Top Gear features the cars you could never afford to drive. It's a bit like the bogan's Gourmet Traveller, really.
Nine’s Total TV Sales Lead Richard Hunwick To Step Down
Nine's Richard Hunwick calls time after 15 years. Hoping for a last trip to the Olympics before getting the gold watch.
Yahoo Academy Culminates With Pitch-Off For Musicians Making A Difference With Trip To Cannes In Cairns On The Line
B&T happy to support the Musicians Making A Difference initiative. Particularly any that encourages more Watusi.
TV Ratings 16/5/24: Nearly 2 Million Tune In To See Sky Blues Win In Women’s State Of Origin
B&T does make jokes about the Budget reply speech but, to his credit, Mr Potato Head rated OK last night.
Binge Launches “Scene:Scents” Sensory Entertainment Campaign, Via Thinkerbell
There's now scented candles to pair with BINGE shows. We're hoping Rex Hunt's Fishing Adventures doesn't hear about it.
Jolt Partners With Veridooh For Verification Of Its EV Charger Placements In UK
Although B&T's an avid supporter of EV cars, we'd definitely miss the smell of petrol and the service station pie.
Nine Ad Manager Named Principal Sponsor Of CommBank SmallBiz Week
CommBank's SmallBiz Week is coming to Melbourne on the 29-30 May. B&T's as confused as you are on how that's a week.
Pet Circle & Seven Communications Partner On “Pawtition” To Get Pets On Public Transport
B&T's concerned about the fleas, urine & faeces on public transport - and that's just from fellow passengers!
‘A Win-Win’ – How The Matildas Helped CommBank Become A ‘Globally Iconic Brand’ For The First Time
CommBank's sponsorship of the Matildas is a sport marketing masterclass. The opposite to Nick Kyrgios & his sponsors.
VML Australia Dominates The One Show With 5 Gold Pencils
VML Australia flying the flag at the One Show Awards in New York. Not that we need more flag waving at the moment.
Social Soup: Consumers Looking For “Informative” Not “Funny” Social Content When Making Buying Decisions
In a further blow to ventriloquism everywhere, new research says consumers prefer information over funny videos.
GIO Unveils New “Protect Precious” Brand Positioning & Campaign, Via Ogilvy
Insurer asks what's precious in our lives in new work. Which is better than asking is this business highly flammable.
Digitas & Heckler Singapore Launch Animated Symphony For Riot Game’s Valorant Champions Tour Pacific
Stony silence between you and the graphic arts team at Friday drinks? This gaming news could be an ice breaker.
Wavemaker Global CEO Toby Jenner Appointed Global President, GroupM Clients
Wavemaker’s Toby Jenner continues his career trajectory. But is it enough to move him up to the first class lounge?
Fast 10: Mindshare Head Honcho Maria Grivas On Her “Resting Smiling Face”
Mindshare is having a very fruitful 2024. Here, CEO Maria Grivas reveals her fertilisers & pruning tips to success.
Real Home Care Clients & Staff Star In New HammondCare Campaign
Aged care commercial uses real life clients & staff. B&T has not contacted the actor's union for comment.
Mutinex’s Henry Innis: “I’m Imperfect As A Leader”
Mutinex is being touted as one of the hottest start-ups in the land. And we don't mean that in an Elizabeth Holmes way.
Slew Of Senior Hires At Sparro by Brainlabs & Jack Nimble
B&T loves to report new hires as it shows the healthy state of the industry. That and cocaine usage at work functions.
Initiative’s Fein, Geer, Colter To Depart For Accenture Song
As you read first in B&T, there are significant comings-and-goings at Initiative. Though mainly goings, if we're honest.
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.