How AnyMind Group Helped SOFY Reach Gen Z Women Through Mobile Gaming, Driving 3.6 Million Completed Views

SOFY, a leading feminine hygiene brand under Unicharm Corporation, offers a range of sanitary protection products designed for modern women seeking comfort, protection, and confidence. Despite strong urban brand recognition in urban India, SOFY faced a growing challenge: how to capture genuine attention in an increasingly saturated digital environment.

The Challenge

SOFY wanted to break through a highly saturated feminine hygiene category and drive meaningful awareness among digitally native women aged 18–25 across India’s major metropolitan cities. The campaign needed to reach this audience at moments of real attention, not just serve impressions into the void.

The Key Obstacles

Standing Out in a Crowded Category

The feminine hygiene segment is one of the most competitive in Indian consumer goods, with established players and new-age brands competing for the same digital shelf space. Standard display and social media formats had become predictable, and young urban women were tuning them out.

Reaching the Right Audience at the Right Moment

Broad reach alone wasn’t the goal. SOFY needed to connect with women aged 18–25 specifically, a digitally native demographic that is highly selective about the content it engages with and deeply resistant to interruptive advertising.

Driving Genuine Attention, Not Just Impressions

Most digital formats allow users to scroll past or skip. SOFY needed a format that would guarantee full message delivery, where the audience would choose to engage, rather than being forced into passive exposure.

The challenge was clear: find an environment where young Indian women were already spending time, willing to engage, and receptive to brand messaging and activate SOFY’s story there with precision.

The AnyMind Approach

At first glance, mobile gaming may seem like an unconventional environment for a feminine hygiene brand. But the reality is that gaming has become one of the most popular digital leisure activities among Gen Z audiences, including young women. In India, casual and social mobile games have quietly become everyday entertainment platforms where users spend long stretches of uninterrupted time. For SOFY, this presented an opportunity to reach young women in a space where attention is naturally high and advertising clutter is significantly lower than traditional social feeds.

AnyMind Group’s proprietary mobile marketing platform POKKT designed a mobile-first rewarded video campaign deployed exclusively within India’s top mobile gaming applications. POKKT is Sofy’s first ever partner in the sanitary napkin category to leverage the highly effective combination of dayparting and rewarded video to refine the targeting approach. Rather than interrupting users, the campaign placed SOFY’s message at moments when audiences were actively choosing to engage, in exchange for in-game rewards.

The Strategic Framework

Rewarded Video in Mobile Gaming

SOFY leveraged rewarded video placements across high-traffic mobile gaming titles such as Candy Crush, Ludo King, Subway Surfers, 8 Ball Pool, and Free Fire, platforms with significant time-spent among young Indian women. Because users opted in to view the ad in exchange for in-game rewards, the format delivered high completion rates and guaranteed attention versus standard formats.

High-Intent Daypart Targeting

Ad delivery was concentrated during peak gaming windows: 8 AM–12 PM and 9 PM–1 AM. These moments, morning commute and pre-sleep leisure, ensured the brand reached users when they were relaxed, engaged, and more receptive, maximizing both attention quality and media efficiency.

Precision Audience Segmentation

POKKT activated eight audience cohorts across core and lateral affinity segments, spanning Women’s Wellness, Feminine Care Consumers, Personal Care Essentials, Gaming Users, and comfort- and routine-driven behavioral clusters. This ensured SOFY reached women who were not just relevant demographically, but primed behaviorally.

Metro-First Geographic Strategy

The campaign focused on nine high-value urban markets, Mumbai, Delhi, Bangalore, Pune, Ahmedabad, Kolkata, Chennai, Hyderabad, and Lucknow, where digitally active young women show higher awareness and purchase intent for premium feminine hygiene products.

The Result:

An audience that chose to watch, reached at peak engagement moments, in cities where growth mattered most, combining intent, attention, and scale.

The Results

The mobile gaming rewarded video strategy delivered results that significantly outperformed standard digital formats across every key metric.

Massive Reach and Engagement

3.6 Million Completed Views reflecting an 86.83% Video Completion Rate (VTR), demonstrated that the rewarded format was not just driving passive exposure but genuine, chosen engagement. This figure far exceeds industry benchmarks for standard pre-roll or in-feed video.

148K Total Clicks were generated across the campaign, with an overall Click-Through Rate of 3.56% a strong signal of active interest from an audience that had already chosen to complete the video.

146K Total Reach was achieved, indicating that the campaign was landing with real individual users rather than inflating numbers through repeat impressions alone.

Daypart Performance Highlights

The time-based targeting strategy proved highly effective. The morning window (8 AM–12 PM) contributed 56% of total activity, while the night window (9 PM–1 AM) accounted for 44% validating that the two chosen dayparts together captured the majority of the target audience’s active mobile gaming time.

Audience Age Distribution

The 18–21 age cohort accounted for 61% of overall audience distribution, indicating that the campaign’s targeting precision was effective in reaching the younger end of the 18–25 window at scale. The 22–25 cohort represented 39%, a meaningful segment that represents higher purchase intent among working women.

Top-Performing Games

Candy Crush and Ludo King emerged as the standout performers, driving the highest completed views and the best CTR across the campaign, with Candy Crush delivering a CTR of 3.83%. These titles’ popularity among young urban women made them natural anchors for the campaign’s delivery.

City-Level Performance

Delhi led on click-through performance, achieving the highest city-level CTR of 3.62%. Bangalore drove the maximum reach and total clicks, establishing itself as the campaign’s most active market. Mumbai, Hyderabad, and Pune followed as strong secondary performers, rounding out a comprehensive metro footprint.

Conclusion: Mobile Gaming as a Precision Awareness Channel with POKKT

The SOFY Antibacterial Sanitary Pads campaign demonstrates that mobile gaming is not just a reach play, it is a precision awareness channel capable of delivering genuinely attentive audiences at scale.

By leveraging POKKT’s rewarded video inventory within top gaming titles, combined with daypart-specific delivery and multi-cohort audience targeting, SOFY achieved what most digital campaigns struggle to: real completion, not just impressions.

This case study proves that reaching digitally native young women requires meeting them where they already are, on mobile, in moments of leisure, with content they choose to engage with. AnyMind Group’s mobile gaming solution enables brands to do exactly that.

AnyMind Group’s POKKT mobile-first solutions enable brands to do exactly that.

• Access premium rewarded video inventory across India’s top gaming titles
• Execute precision audience targeting with multi-cohort segmentation
• Optimise delivery by daypart, geography, and demographic
• Track performance in real-time across reach, completion, and click metrics

�� Want to replicate this success for your brand Contact AnyMind Group’s team of experts.