Samenvatting

This research examines how Yoni can raise awareness by using an Instagram strategy. Yoni is a Dutch brand, which sells feminine hygiene products that are safe for the female organ and sustainable for the environment. This brand’s mission is to raise awareness about the dangers of regular feminine hygiene products as well as revolutionizing the
industry. The target group for Yoni are women between the ages of 18 and 45. People under 35, in particular, those younger than 29 years of age, are avid users of the social media platform, making Instagram the relevant platform to use in order to raise awareness to the target group. This resulted in the research question: “How can Yoni create higher awareness among young females on sustainable feminine hygiene products, by using Instagram?” Desk research has been conducted with the use of academic journals, relevant research, as well as articles on Yoni and successful Instagram strategies. In order to gain further insight in the target group, a qualitative research method in the form of a focus has been conducted. In total, 11 women between the ages of 20 and 28, have participated in the focus group. The variables from the operationalization table, that stem from the conceptual theory, have been used to create questions for the focus group. The findings of this research show that participants deem transparency, authenticity, relatability and educational as important traits of an Instagram page of a feminine hygiene brand. The current Instagram strategy adopted by Yoni, in particular, compared to its competitors, has been deemed as insightful and satisfactory
by the focus group, however the company needs to make its content more relatable for the target group. The company must design content that contains faces, personal stories, and re-post user generated content, to create an emotional connection with its audience. Information from experts on the female organ, relevant stories from women and
justification of the claims Yoni makes are amongst the type of content preferred by the participants of the research.
This strategy will bring more traffic to the page, increase the reach to the posts and subsequently, lead to an increase of awareness of unsafe feminine hygiene products. How can Yoni create higher awareness among young females, on safe and sustainable feminine hygiene products, by using Instagram?