2016 Winners & Shortlists

Creative Execution

Our campaign was planned across three stages: Initiating conversation, establishing friendship and participating in polls, creating a crowd-sourced sanitary pad Kay scanned conversations to create real-time dialogue on Kotex Facebook page. Kay had to read relevant topics, create content that would be entertaining and engaging. Once Kay established a friendship with our audience, she began more intimate discussions about what girls liked and disliked about their current pad. Kay launched four polls and invited her friends to vote for the best enhancements. Display ads, skinning, takeovers and social media ads were used to encourage girls to participate. Kotex used the feedback to create the ideal crowdsourced sanitary pad.

The campaign reversed four years of historic decline in sales within four months, achieving sales of over 231000 units and exceeding our target by 54%. “Kay” was so engaging that girls started posing questions directly to her. The conversation continued after the campaign was over, so Kotex launched a website and a mobile app to address girls’ ongoing questions for Kay. In terms of engagement, Kotex’s Facebook page grew by 27% in only two weeks, adding 3000 new fans after a stagnant year-long period. The polling reached 72% of our target, where over 1500 girls voted for their favorite features.

Kotex released a new sanitary pad that was rejected by 400,000 young girls in terms of quality and packaging. Girls used social media to express their dissatisfaction, resulting in 45% drop in sales and equity. Our challenge was to regain this audience’s trust and sell 150,000 units in six months with a budget of $40,000 . Young girls are social, image-conscious and not enthusiastic about their options for feminine hygiene.60% are not satisfied with their sanitary pad, believing that they are stuck with their brand because all pads are alike. Our campaign was led by the insight that 52% of teenage girls prefer friendships through social networks that offer them a chance to talk anonymously about sensitive issues without fear of being judged. Kotex used social media as their primary communication channel to reassure them that Those Days Are Over. We created “Kay,” a virtual friend for the girls to befriend and entrust with their intimate concerns and questions using Facebook. We use social, display ads and radio sponsorship to build Kay’s community.