Molped Sanitary Pads

Role: Brand Strategist (2022 – 2023)

Situation

Molped, launched in 2019, was seen as “just another sanitary pad” by young Nigerian women. Awareness and trial were flat, and consumers were switching to cheaper alternatives.

Task

Elevate Molped into a “cool,” aspirational lifestyle brand, driving awareness, trial, and loyalty among 18–45 year-old women in SEC B&C, and launch the new Molped Anti-Bacterial line.

Action

• Digital Content & Community

  • Defined three content pillars, Comfort, Confidence, and Community, and built a monthly Instagram calendar featuring tutorials, user stories, and influencer takeovers.

  • Hosted two Instagram Live sessions (#TryItShareIt) with OB-GYN experts discussing menstrual health and endometriosis, driving authentic engagement.

• New Product Launch

  • Developed positioning and go-to-market plan for Molped Anti-Bacterial, targeting health-conscious segments. Rolled out an integrated ATL/BTL teaser and launch push across digital platforms.

Result

• Social Engagement: 45 K new Instagram followers and a 60 % increase in average monthly engagement rate.

• Brand Love: Achieved “Most Loved Female Sanitary Brand in Nigeria” ranking in a 2023 consumer sentiment survey.

• Trial & Conversion: 15 % uplift in first-time purchases and a 20 % increase in repeat buy-rates within six months.

• Molped Anti-Bacterial: Secured 5 % market share in its first quarter post-launch, with distribution in 3,000+ outlets.