Kelly Donohue, Viv's marketing and design director, attributed the brand's 400% traffic spike to Google Gemini and ChatGPT search recommendations following a study about toxins in tampons. She noted that curiosity around non-toxic products surged, leading people to Viv's informational blog on sustainable period care.
The increase in traffic translated into a remarkable 436% surge in product sales, highlighting the power of AI-driven search in connecting consumers with brands that prioritize transparency, safety, and education regarding their products.
Spins, a data provider, indicated that as AI tools influence consumer behavior, brands with extensive content databases will likely reap significant benefits, suggesting a long-term shift in digital marketing and consumer engagement.
Donohue emphasized that strategically placing information about Viv products in various online venues helped enhance the visibility of the brand on AI-powered search platforms. This strategy has proven essential in capitalizing on the surge of interest around non-toxic period care.
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