Female-founded femtech brand Hey Zomi is the first reusable menstrual disc to be designed and made in Australia. Founded by sisters Zoe and Mika, Hey Zomi liberates those who menstruate by helping its customers have periods on their terms, embrace the flow, and live unapologetically.
With clever design at the heart of this product, Hey Zomi allows users to enjoy mess-free period sex and can even help alleviate menstrual cramps. The reusable menstrual disc solves a huge range of key issues faced by menstruators, including cost, comfort, convenience, sustainability, inclusivity, empowerment and education.
HOW WE WORK
Pure Public Relations was tasked with launching Hey Zomi to the Australian mediascape, positioning it as the very latest in period product innovation.
The coverage needed to address multiple issues pertinent to the product, including its benefits on the cost of living, providing education on menstrual discs, emphasising the product’s convenience, and communicating Hey Zomi’s focus on sustainability. In addition to this, Pure Public Relations identified a previous pattern of disrespectful media reporting surrounding the topic of menstruation. With this in mind, the campaign needed to be mindful of menstruation stigma to achieve impactful coverage that aligned with Hey Zomi’s key messages.
Pure Public Relations worked with Hey Zomi to secure coverage across mainstream and industry media, with a particular focus on the stories of Hey Zomi’s female founders. The campaign set its sights on achieving bylined articles, op-eds, and interviews that highlighted the cost-effectiveness, convenience, and sustainability of menstrual discs while also positioning the brand as a key figure in the fight to end the stigma surrounding menstruation.
As part of the campaign, Pure Public Relations also developed case studies and conducted customer interviews to help achieve further placement in mainstream and trade media both now and in future campaigns.
RESULTS
Over the four-month campaign period, Pure Public Relations helped Hey Zomi achieve widespread coverage in several major print and digital publications as well as across industry and tech media. The increased awareness substantially increased the brand’s sales, providing a strong ROI.
This coverage includes but is not limited to:
- Sydney Morning Herald
- The Age
- Smart Company
- Frankie Magazine
- Inside Retail
- Newcastle Herald
- WA Today
- Women Love Tech
- Mandurah Mail
- Northern Beaches Mums
- Authority Magazine
- Women’s Agenda
- Fashion Journal
- F Magazine