August, a Gen Z-centric period care brand, successfully built a massive online following before launching any products. By openly discussing period health and gathering extensive audience feedback on platforms like TikTok, they cultivated a highly engaged community. This episode offers key lessons for ecommerce operators on leveraging authentic conversation and community-driven insights for product development and organic growth.
Key takeaways
Prioritize building an engaged audience *before* product launch by openly addressing taboo topics and fostering genuine conversation (August gained 130k+ followers before even naming their brand).
Actively solicit and integrate audience feedback into every stage of product development, from features (e.g., applicator type, colors) to design nuances, to validate decisions and ensure product-market fit.
Balance sustainability goals with uncompromising product quality and user comfort, making small, impactful design choices based on user sensitivities.
Communicate transparently and authentically with your audience, acting as a trusted educational resource ('edutainment') while ensuring medical accuracy (e.g., Medboard approval).
On this episode of Honest Ecommerce, we have Erin Burk. Erin made the jump to consumer goods two years ago and is now the VP of business development at August, a fast growing Gen-Z period care brand best known for building a cult-like following on social media while changing the the game for talking about taboo topics such as periods.
We talk about finding and growing your audience organically, defining relationships with customers and fans, promoting product sustainability, and so much more!
Frequently asked about this episode
What does this episode say about brand strategy?
Prioritize building an engaged audience *before* product launch by openly addressing taboo topics and fostering genuine conversation (August gained 130k+ followers before even naming their brand).
What does this episode say about community building?
Actively solicit and integrate audience feedback into every stage of product development, from features (e.g., applicator type, colors) to design nuances, to validate decisions and ensure product-market fit.
What does this episode say about product development?
Balance sustainability goals with uncompromising product quality and user comfort, making small, impactful design choices based on user sensitivities.
What does this episode say about sustainable ecommerce?
Communicate transparently and authentically with your audience, acting as a trusted educational resource ('edutainment') while ensuring medical accuracy (e.g., Medboard approval).
