Brand experience casestudy: Flo
How a popular menstruation application manage their brand communication channels
Enter Flo, the period tracking app that’s breaking down barriers and revolutionizing the way women approach their menstrual cycles. With over 200 million downloads worldwide, it’s safe to say that Flo is making waves in the female health and wellness space. Let’s take a closer look at how Flo is winning over women (and some men) everywhere with their innovative approach to period tracking, pregnancy planning, and health insights.
Making it as an all-rounder application
Flo is optimised on both ios and android, creating an accessible, comprehensive and personalised experience targeted for users. The app is all encompassing to facilitate mensuration cycle, fertility and pregnancy tracking. This application serves as both the product and key engagement point with the users interested about holistic women health. These includes the following highlights that promoted the USP(s), tone of voice and personality of the brand:
1. Accuracy and credibility
Using advanced algorithms and health professionals to facilitate women health management and information search.
2. AI-powered future technology
Future technology of women’s health: AI-powered personalised health insights and tailored support chatbot.
3. Community
In-app empowering community that encourages sharing.
The privacy and security feature further value add colours to the community.
4. Privacy and security
In-app privacy and security
Social Media
- Provides educational, awareness and empowerment content.
- Showcasing the cool feature and upgrades.
- Run targeted advertising campaigns and facilitate influencer partnership
- Attract new users and help strengthen and foster community
Website
- Optimised for web and mobile
- Facilitate consumer decision making process introducing features and service, social proofing and highlighting product advantages for comparison.
- Support user research with credible and resourceful articles for knowledge and sharing.
What are their most active communication channels?
Engagement: The mobile app with both free and paid users are likely to be the most effective and active platform for Flo engagement and the brand’s community (ongoing relationship building) with advanced algorithms and features. It hosts the core features and services of the app, real-time engagement, accessible and convenient.
Reach: Social media channels is actively used by Flo to promote their brand and interact with user on a public level. Opens up to wider reach to larger audience, Flo shares informative and engaging content in high frequency (every 1-2 day) to increase brand awareness, user acquisition through existing social media algorithms and features.
What they have done well in their brand experience?
1. Clear and concise messaging with prominent CTA to prompt action
2. Social proofing and stating their accreditation at the top bar to signify trust with new users
3. Interactive section that shows a snapshot of the app experience without having to download the app to test it out. This may address the pain point of new users and induce more app downloads
Suggested improvements
1.Credibility and brand trust: Shifting their information hierarchy of awards on their landing page to promote credibility from the on-start.
2.Enhance Website Experience: Allow Flo to be part of the consumer decision making process by guiding as an AI-pop-up chatbot assistant. This allows users to experience the brand personality, tone-of-voice and values whilst emphasizing on one of the product USP.
3.Conversion: A page that shows the subscription packages to promote transparency for new users to understand what are the difference between free and premium (Why(s)) would be great.
Period.
A monthly journey for half of the population, yet they’re still a taboo subject for many. As a woman, Flo is my preferred choice of menstrual tracking app. Communicating a topic that people consider a private affair has its’ sets of challenges but Flo has successfully made it seem easier.
Henceforth, changing the way we approach our menstruation cycle.
