2013 Winners & Shortlists

The Brief

The main objectives of this activation were to: - Reinforce awareness of Kotex black pack as fashionable/designers’ pads - Enhance the brand's Fun, Dynamic, Innovative and Stylish character - Increase brand consideration - Engage with current recruits while migrating fashionistas prospects from other categories into Kotex - Double Kotex Lebanon Facebook page fans

Describe how the promotion developed from concept to implementation

While fashionistas ran their lives, Kotex kept an eye on the latest trends and presented “The Kloset”, a digital activation through a Facebook app: Promoters invaded hot spots inviting participants to choose a key color for a chance to revamp their wardrobe and win Sunglasses - Clothes - Accessories - Shoes - Beachwear. Promoters took their pictures, uploaded them on the app where participants shared and invited their friends to vote for them. The 10 most voted pictures in each category won a 300$ shopping voucher and 5 voters had the chance to win shopping vouchers worth 1,500$ each.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 600 participants, 200% more Facebook fans, 21 900 shares and talks about the page.

Explain why the method of promotion was most relevant to the product or service

The challenge was to reach our 18-25 years old fashionistas and make them interact with Kotex. So, promoters invaded the hot spots where our target audience was (shopping streets, malls, beaches, concerts, nightlife areas, universities…). It was a must to bridge between the on-line and off-line channels in order to create a successful reach, as these girls are having a duo life, both online and offline!