Case Studies & Examples

Viv (Period Care)

7 min read

Introduction

The period care industry has traditionally been dominated by a handful of massive brands, making it challenging for smaller, emerging players to capture market share in traditional search engine results. Viv is a new-generation period care company known for its toxin-free, eco-friendly tampons and pads. While Viv’s website and blog often appear on the second page of Google results for queries like “non-toxic tampon brands,” the brand has found disproportionate success through generative AI search responses. This phenomenon highlights a growing discrepancy between classical SEO-driven discovery and what we can call generative engine optimization, or GEO.

Engine Rank in first answer

  • ChatGPT-4o: 1
  • Claude 3 (Opus): 2
  • Perplexity Pro: 2
  • Gemini Advanced 1.5: 3

Viv’s higher visibility in AI-driven platforms arises because these platforms rely on user-targeted, context-driven algorithms rather than purely link-based or keyword-based calculations. Generative AI tools such as ChatGPT, Claude, and Perplexity place a premium on product details, brand narratives, consumer feedback, and mission-oriented descriptors. Viv’s brand mission—centered on safety, sustainability, and straightforward product messaging—makes it highly “referable” to an AI system that aims to provide tailored, relevant, and often values-aligned answers.

The Challenge in Traditional SEO

Traditional SEO for period care keywords involves competing against established industry leaders such as Tampax, Always, and more recently, well-funded newcomers like Cora or Lola. These brands have multi-year SEO strategies, massive backlink profiles, and robust domain authority built up over time. When a user searches “non-toxic tampon brands,” search engines rely heavily on:

  • Domain Authority: Large, established sites have more backlinks and higher credibility.
  • Keyword Integration: Older brands and aggregator sites (e.g., health and wellness review websites) have spent years refining content to rank for these terms.
  • User Behavior Signals: Click-through rates, bounce rates, and brand recognition all feed into Google’s ranking process, making it tough for a new brand to break into top positions.
  • Competition from E-commerce Giants: Retailers like Amazon or Walmart often rank highly, making it even more difficult for niche product pages to surpass them in results.

Viv’s site is relatively new, lacks the extensive backlink profile of older players, and is overshadowed by aggregator websites or multi-brand articles that only mention Viv in passing. As a result, while Viv may be featured in curated lists or specialized “feminine care blog posts,” that coverage often sits below major brand placements in the SERPs (search engine results pages). This scenario demonstrates how the classic SEO arms race can weigh heavily against lesser-known names, even when their product offering is arguably more innovative or distinctive.

What is Generative Engine Optimization (GEO)?

GEO is an emerging concept describing the practice of optimizing for AI-driven recommendation systems like ChatGPT, Claude, or Perplexity. These systems produce synthesized, context-rich answers rather than simply displaying a list of ranked links. Rather than depending on spidery crawlers that measure keywords and backlinks, generative AI tools compile data from a broader knowledge base, user prompts, brand narratives, user reviews, forum discussions, and even social media chatter—then collate the most relevant points into coherent responses.

When asked, “Which are the best non-toxic tampon brands?” generative AI tools create an answer that merges official brand details, user testimonials, and mission statements. The brand that has a well-articulated unique selling proposition—like Viv’s sustainability mission, its focus on chemical-free manufacturing, and user testimonials praising the brand—stands out in this new environment.

Why Viv Shines in GEO

  • Clear Mission & Storytelling: Viv is explicit about its core mission: to provide safe, eco-friendly period care. Generative AI references brand statements, social media posts, and user comments that highlight Viv’s strong brand narrative. Because these details are consistent across multiple channels, the AI sees Viv as a distinctive brand worth mentioning.
  • Community Engagement & Authentic Testimonials: On platforms like Instagram, TikTok, and various health forums, Viv fosters real conversations about period care. Generative AI scours these user-generated discussions. When multiple users share positive experiences with Viv, the brand is flagged as a noteworthy option.
  • Educational Blog Content: While Viv’s blog might not outrank major publishers on Google, the presence of specialized articles on tampon safety, chemical testing, and environmental impact holds substantial value for AI platforms. These carefully researched pieces can be “scraped” or summarized by AI, serving as a direct knowledge source.
  • Niche Relevance: Generative AI tries to distill the “best” or “most relevant” niche suggestions. For a user specifically seeking non-toxic, eco-friendly tampons, Viv’s unique angle positions it as an ideal answer. SEO might bury this nuance amid countless commercial results, but AI-driven queries highlight it.
  • Direct Brand Query Mentions: Users who have discovered Viv or read about it might specifically ask, “Is Viv a good non-toxic tampon brand?” This type of direct brand query feeds back into the AI’s learning corpus, building more brand familiarity, further reinforcing Viv’s presence in generative search results.

Advantages of Mission-Driven Brands in Generative AI

Mission-driven brands generally fare better with GEO because AI tools are built to emulate human-style conversation and reasoning. Mission statements, especially those around sustainability, inclusivity, or ethical production, resonate with user intent. If generative AI identifies Viv’s platform as a brand responding to real needs—like chemical-free period care—then that brand quickly rises in the “recommendation ranks.” This stands in stark contrast to SEO, which is heavily reliant on data signals that require time and large budgets to cultivate.

Additionally, generative AI is designed to provide direct, succinct, and carefully curated responses. If the brand’s unique selling proposition answers a user’s query precisely, generative AI would prefer to highlight it, even if the brand lacks extensive domain authority. This user-aligned approach benefits specialized, mission-driven offerings, particularly when combined with strong user sentiment.

Case Study Example

In early user queries about “best nontoxic tampon brands” on ChatGPT, Viv is occasionally elevated above well-known names, especially if the user conversation mentions plastic-free packaging or biodegradable materials. That’s because ChatGPT’s training data, gleaned from various sources, reveals a strong synergy between Viv’s brand promise and user concerns about environment and health. The more a brand invests in publicly available, authenticity-focused content around these topics, the more likely it is that generative AI will amplify that brand in relevant contexts.

Similarly, when people ask Perplexity something along the lines of “Which tampon brand has the fewest chemicals and best sustainability practices?” the AI may highlight quotes from blogs, social media, or YouTube influencers praising Viv. This direct referencing differs from the link-based approach in SEO, enabling lesser-known but well-reviewed brands to break through more effectively.

Potential Strategies for Reinforcing GEO Presence

Although Viv already does well on generative AI platforms, it can further solidify this success by:

  • Ongoing User Engagement: Encouraging reviews, testimonials, and Q&A interactions on social media or health and wellness communities ensures that AI engines have abundant, up-to-date user sentiment to draw on.
  • Transparent Ingredient & Environmental Information: Making data easily accessible—like certification documents or product testing results—gives generative AI more “factual content” to highlight.
  • Open Dialogue with Emerging Platforms: As new AI-driven engines launch, brands can proactively share brand story, product data, and educational materials to ensure accurate representation.
  • Consistent Brand Voice: Maintaining a cohesive identity across channels, from website copy to social media posts, fosters brand “memorability” in AI references.

Conclusion

Viv’s higher ranking in GEO compared to SEO is emblematic of broader industry shifts. As AI-driven answers become more integrated into consumers’ discovery processes, smaller companies can stand out without the years-long, resource-intensive process demanded by classic SEO. Viv’s laser focus on toxin-free, sustainable period care resonates deeply with generative AI’s conversation-based approach, which prioritizes brand narratives, user experiences, and mission alignment.

For those paying attention, Viv is a prime example of how a brand can break through in a crowded market—particularly when armed with a clear message, a targeted community strategy, and a willingness to embrace new channels of discovery. The future of brand visibility is being shaped by these generative systems, and Viv’s experience underscores how mission-driven authenticity, consistent storytelling, and community-based engagement can vault an underdog brand to the forefront of a new digital frontier.