Built a micro-drama inside TikTok to sell period underwear

Modibodi - 'I'm Dying Inside'

Australia's first micro-drama. Watch the episodes on TikTok.

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Insight:

Gen Z talks openly about everything. Heartbreak, anxiety, sexuality, the climate. Periods are still taboo, even in a category built to serve them. Meanwhile #PeriodTok already existed as a real, engaged community on the platform.

Idea:

Don't market period underwear. Make a TV-quality scripted drama about being young and getting your period. Awkward, funny, taboo-breaking. Built around Modibodi's new ModiBasics range.

Execution:

A 5-episode TikTok drama following four housemates, all on their periods at once. Endometriosis flare ups, period sex, queer hook ups, all of it. Cast and written by Gen Z talent. Shot vertical, TV-level production value. Backed by a BTS content ecosystem built to work with TikTok's algorithm, not just post episodes cold.

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‍My role:

As the TikTok creative lead I provided creative strategy and concept development from the pitch to initial concept through to production, working closely with the client, media and production teams involved.

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Results12M+ views in 4 weeks.

A 91.4% lift in brand engagement.

44% increase in website traffic.

A 75% jump in sales.

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Credits:

Creative Agency: Howatson Company

Production: FINCH

Media Agency: Modibodi

In partnership with TikTok Key Account Sales team and Creative Lab.