Those days are over

Kotex released a new sanitary pad. Girls rejected the quality and the packaging. They used social media to express their dissatisfaction, resulting in 45% drop in sales and a drop in equity.
Our challenge: Regain their trust with $40,000 & Sell 150,000 units in six months.

Our campaign focused on conversation, friendship, polls, and crowd-sourcing.

We created “Kay,” a virtual friend for the girls to befriend. She established a friendship with them & asked them to list the features of their perfect pad.

In four months, over 231,000 units were sold, exceeding our target by 54%. Facebook fans grew 27% in only two weeks. We reached 72% of our target.

Credits

Joyce Tawil, Regional Director – Client Leadership
May Karim, Senior Media Manager
John Dergham, Media Executive