The Challenge:
As the first-to-market and most established brand in reusable period care, DIVA had legacy, but in a fast-growing category filled with trendy newcomers, heritage was beginning to feel invisible. The challenge was to reclaim DIVA’s relevance and leadership without reinventing its identity, and to do so in a way that felt honest, community-driven, and deeply human.

 

The Insight:
DIVA’s story doesn’t belong to the brand alone. It belongs to the people who use it. While competitors are focused on vitality and trending campaigns, DIVA’s strength lies in trust and longevity. Real customers, not paid influencers, carry the credibility and emotional weight that no scripted campaign ever could.

 

The Idea:
The Origin Story reframed DIVA’s legacy through the voices of those who lived it. We invited longtime users and early adopters to tell their stories, unscripted and unpaid, alongside the original founders. This experiment resulted in a deeply personal, multi-generational portrait of a brand that has shaped lives, shifted culture, and stayed true to its values.

 

The Execution:
We launched a full 360° omni-channel campaign, including long-form video storytelling, paid media, editorial bite-sized stories, social, amplification, and PR. The creative direction prioritized intimacy over polish, focusing on emotion, honesty, and continuity across generations.

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Key Results:

40 form submissions for TO casting call, 12 participants selected. Campaign launching in July 2025.

 

My Role: Senior Director of Marketing.