Deckster

Case Study — Mahina

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100 creators activated to launch a new category

Activating 100 creators to launch teen-focused period panties — a category with no precedent in Indian D2C.

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Overview

D2C · Wellness · Period Care — launching teen-focused period panties, a category with no precedent in Indian D2C.

The Challenge

  • No category precedent. Teen-focused period panties had no reference point in the Indian D2C market.
  • Two audiences at once. Teens and their parents both had to be educated, in the same campaign.
  • An intimate product. Trust had to be built before discovery could convert.
  • A brand most consumers had never heard of.

Our Approach

  1. The Strategy

    • Breadth over concentration — 100 creators rather than budget parked on a few large names.
    • The thesis: for a category-defining launch, a spread of authentic voices outperforms a handful of polished campaigns.
    • Activated across teen lifestyle, parenting and wellness so the conversation happened in every relevant sub-niche at once.

  2. Creator Selection

    • Audience age filtered to 13-24.
    • Engagement quality above 3%, with a comment-to-like ratio above 1.2%.
    • Category trust — creators who had already discussed health and body topics openly.

  3. Brief Framework

    • A three-tier brief: non-negotiables covering claims and disclaimers.
    • Outcome metric set on saves, shares and DMs rather than views.
    • Creator freedom on format and tone.

  4. Sprint & Rollout

    • A 15-day activation sprint took 100 creators from outreach through contracting and briefing to first live content.
    • Publishing then rolled out across the campaign window, with 101 deliverables live in total.

  5. Live Measurement

    • Every post tracked in Deckster Suite for engagement quality, share rate and DM inbound.
    • Views treated as a secondary signal, never the scoreboard.

Featured content

The Results

8.9M

Views

100

Creators

2.59%

Avg. E.R.

  • 8.9M views across 101 deliverables from 100 creators.
  • 25.3K shares against 47.5K likes — an unusually high share-to-like ratio, the signal that matters when a category has to be explained before it can be bought.
  • 2.59% average engagement rate, with 4.7K comments across the campaign.
  • Top reel hit 817.6K views, and three creators cleared 390K each.
View the live campaign report

What we learned

For category-creating launches, distributed activation outperforms concentrated bets. The 100-creator approach generated audience-level conversations across teen, parenting and wellness at once — and the share volume, not the view count, is what showed the category was actually being explained onward.