Who could predict funny feminine-care product videos would be among the biggest viral brand hits of the year? Certainly not Naama Bloom, former American Express marketing executive and founder-CEO of HelloFlo. But "Camp Gyno," the first effort from her company, which sells feminine-care products and Period Starter Kits for girls, hit nearly 9.6 million YouTube views. The follow up, "First Moon Party," has drawn more than 29 million views,
Her efforts have attracted attention and dollars from big marketers, including Luna Bar and Procter & Gamble, which underwrote production of the second video. Now, HelloFlo is moving beyond e-commerce into handling media and creative for brands, as well as launching a New Mom Kit.
Viral success doesn't just spring from humor, but also insight, Ms. Bloom said. "We're taking these key moments that have been hidden away and saying there's nothing to be ashamed of."