Kotex Digital Those days are over by Mindshare Mena

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Those days are over

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Industry Feminine Hygiene
Media Digital, Interactive & Mobile
Market United Arab Emirates
Agency Mindshare Mena
Released February 2016


Mena Effie Awards 2015
Personal Care Products Personal Care Products Silver
Best Youth Marketing Campaign Best Youth Marketing Campaign Bronze

Credits & Description

Client: Kimberly Clark
Brand Name : Kotex
Agency:Mindshare MENA
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.
Joyce Tawil, Regional Director – Client Leadership
May Karim, Senior Media Manager
John Dergham, Media Executive