Enterprise: Moments
Social media impact: The brand has a strong following on TikTok, with several of its videos going ‘viral’ – one TikTok video that Moments shared surpassed 1.7 million views.
Nikhil Daftary founded Moments in 2017 with a mission to promote sexual health and wellness, especially among women, who have historically been an overlooked segment in the market. The brand is renowned for its premium latex, vegan and safe condoms; it expanded its product range in 2023 to include pleasure toys.
“Many women feel a certain stigma attached to buying products such as condoms and this is something we wanted to change,” Nikhil says. “By having open and honest discussions around sexual health on social media platforms such as Instagram, we realised that we could help challenge feelings of embarrassment associated with that stigma.”
When the business first launched, Nikhil relied heavily on Instagram for his social media marketing, as it was the platform of choice for women between 18 and 35, the market segment the business sought to target. Facebook was another platform of choice, as it was the channel that “everyone was on”, Nikhil said.
The decision to take the social media route for marketing efforts was a product of thorough research into the preferences and sentiments of the target audience on matters such as shopping and sexual health. “Our formal research revealed that our customers were consuming social media more than any other type of content, in particular the channels we’ve already mentioned; therefore, it was crucial for us to be in this space,” Nikhil shares.
Currently, while Instagram remains a preferred platform for Moments, he has decided to lean less on Facebook than in the early years, as his audience has started to move away from it. Instead, the brand focused its social media efforts on TikTok and YouTube a couple of years ago. “Our target audience are avid TikTok users; it’s fun and exciting so it made sense for us to create our own channel,” Nikhil enthuses. “It’s somewhere we can share fun content that’s not necessarily brand related but is content to which our audience can relate and connect.”
As a result of its consistent social media presence and marketing across platforms, Moments has managed to cultivate an engaged and targeted audience. Currently, the brand has over 16,000 followers on Instagram and a strong following as well on TikTok, with several of TikTok videos going ‘viral’ – one TikTok video the brand shared surpassed 1.7 million views.
During Moments’ long-time involvement in social media, Nikhil also noted a shift in working with influencers. “In the early days of business, we used to approach influencers and organisations directly to discuss potential partnerships and collaborations,” he explains. “Today, we’re very lucky that we have influencers and organisations also approaching us looking for partnerships. To see so many people connecting with our messaging and wanting to share our vision of empowering women to take control of their sexual health is testament to the brand and the team.”
Plans are in place for Moments to expand its product line further to include personal lubricants, vaginal health products, probiotics and STI kits. International expansion is also in the works, with its product line becoming available in Asia and Europe by next year. More importantly, its social media efforts will continue to play an important role in its future growth plans. “We will continue to place effort on the channels our audience is most engaged with, as well as enhancing our visibility to supermarkets and pharmacies to drive business growth,” Nikhll shares.
This article first appeared in issue 45 of the Inside Small Business quarterly magazine
