2016 Winners & Shortlists

Brief Explanation

One year ago, Kotex released a new sanitary pad that did not garner a warm reception by its core audience. 400,000 girls rejected both the level of quality of the product and the product’s new packaging. They used social media to express their dissatisfaction, resulting in 45% drop in sales and a drop in equity. Our challenge was to rectify this audience’s negative experience and regain their trust with a budget of $40,000. To compensate for the drastic drop in sales for the past 4 years, we needed to sell 150,000 units in six months.

Results and Effectiveness

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.

Creative Execution

We created “Kay,” a virtual friend for the girls to befriend and entrust with their intimate concerns and questions using Facebook. 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. Once Kay established a friendship, 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 and social media ads, radio spots and product integration were used to encourage girls to participate. Finally, Kotex used the feedback to create the ideal sanitary pad.

Insights, Strategy and the Idea

Young girls are social, image-conscious and not enthusiastic about their options for feminine hygiene. 52% prefer social media since it offers them a chance to talk about sensitive issues in an anonymous way. 60% aren't satisfied with their sanitary pad and are not aware of any real alternative, believing that they are stuck with their current product because all pads are alike.They hold sanitary products to a low standard and blame pad failures on the brand. Kotex will use their primary communication channel, social media, to reassure them that Those Days Are Over.