Sofy Magic Pocket: Out of My Pocket

Sofy, a leader in the sanitary product industry, wanted to help empower Chinese women by breaking period shame. So, it debuted its new product: the Magic Pocket pads. To drive sales and amplify awareness of Magic Pocket, Sofy needed to closely align the product with its prospects: young women.

To help young girls in China overcome period shame, Sofy Magic Pocket teamed up with top virtual idol XingTong from "QQ Dance", China's hottest mobile game among female players, to launch limited-edition in-game props as well as a nationwide Douyin challenge under hashtags #Out of My Pocket and #Period Doesn't Equal Shame.