But, how do they work?

At Thinx, after breaking the taboo of talking about periods, the single biggest challenge to conversion was product education - potential customers wanted to know how period underwear work, but it’s a question easier asked than answered.  

Guided by in-depth consumer studies and backed by millions of marketing dollars, I conducted creative experiments on both visual and messaging levels to find satisfactory explanations. Here are some video examples from years of experimentations that finally led to the doubling of site conversion and marketing ROAS.