Niine
Niine is a sustainable, all-natural sanitary napkin brand in India. They constantly strive to provide smart solutions along with the right hygiene products which are designed for your utmost convenience.
THE CHALLENGE
Niine faced the formidable challenge of entering the market as a new brand in the menstrual hygiene category, amidst a crowded landscape with numerous competing products. Niine needed a strategy that would not only launch them successfully but also propel them towards becoming a champion for menstrual hygiene awareness. The goal was to establish a unique brand identity and create a lasting impact, despite the clutter and fierce competition.
OUR APPROACH
To address this challenge, we collaborated with Niine to formulate a comprehensive strategy that included innovative product offerings, impactful awareness campaigns, and strategic marketing initiatives. We leveraged celebrity and influencer partnerships, implemented a robust social media and content strategy, and sponsored various events to effectively launch Niine and create a distinct presence in the market.
THE RESULTS
The implemented strategies yielded incredible results by increasing monthly sales ranging from 1 to 2 crores, showcasing Niine’s remarkable success and acceptance in the market. Niine not only carved out a niche but also emerged as a prominent advocate for menstrual hygiene, achieving a significant milestone in promoting women’s health and well-being.
CAMPAIGN HIGHLIGHT
A key part of the strategy was the powerful “Freedom of Niine” campaign featuring Bollywood’s favourite – Akshay Kumar. This campaign broke down barriers and openly addressed periods, sparking a nationwide conversation and propelling Niine to the forefront of the menstrual hygiene movement.
By focusing on innovation, impactful awareness campaigns, and strategic partnerships, Garage Collective helped Nine not only launch successfully but also become a leading voice in the menstrual hygiene space. They went from a newcomer to a true powerhouse, and we’re proud to have been a part of their journey.
