Goals and objectives
Feminus, a Czech dietary supplement brand, supports women experiencing menopause with a hormone-free, natural product designed to improve sleep, energy, immunity, and libido. While the initial brief focused on increasing brand awareness and driving sales, deeper research revealed a broader opportunity: to break the silence around menopause in Czech society and position Feminus as a brand that truly understands and supports women during this life stage.
The campaign aimed to normalize public discourse around menopause, foster trust in both the product and the supplement category, and expand beyond performance marketing. To achieve this, the strategy incorporated surveys, product testing, native content, and new channels such as video, social media, and brand ambassadors.
Surprising Insights
- Gender perception gap: Women believed menopause was openly discussed in families, while most men felt it was not.
- Medical avoidance: 71% of women said they would not seek medical help even for severe symptoms.
- Lack of preparation: Many women admitted they had not prepared for menopause but acknowledged the importance of doing so.