CONTRACT FOR A FRIEND for Kotex

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CONTRACT FOR A FRIEND

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Ukraine
Released July 2010

Credits & Description

Category: Corporate Communication
Advertiser: KIMBERLEY-CLARK UKRAINE
Product/Service: KOTEX
Creative Director: Alexander Smirnov (Tabasco)
Art Director: Viktoriya Moysa (Tabasco)
Copywriter: Mariya Pogrebnyak (Tabasco)
Account Manager: Svitlana Golovchenko (Tabasco)
Account Manager: Olga Degtyaryova (Prodigi)
Copywriter: Konstantin Gomma (Prodigi)
Account Manager: Nataliya Zapolskaya (Full Contact)
Media placement: Internet - Http://www.friends.lady.open.ua/ - 3 March 2010

Summary of the Campaign
Each girl could fill in a special application form on the Kotex promo site and indicate a time and place where their female friend could be met. The female friend was strewn with rose petals and compliments, gerbera and a postcard with frank wishes from Kotex were presented. Bloom together with Kotex!

The Goal
∙ To attract new brand consumers and to strengthen the loyalty of existing consumers ∙ To create a unique newsbreak for PR and to underline brand innovativeness ∙ To attract users on the portal lady.open.ua

Results
• 40 orders were received in first week of the project, 241 orders in second week and more than 500 orders in third week. • More than 10,000 video shows were generated in first three weeks. • 60 videos with “orders” were placed by participants of the project in social communities. • Each “ordered” woman wanted to order her friend. • 150 orders generated thousands of messages in blogs and mass media. • Web traffic was increased up to 40%.

Execution
The girls had a unique opportunity to order a real holiday for their best friends. At the fixed time two young gentlemen congratulated “ordered” girls on the 8th of March, strewing them with rose petals and paying compliments. Videos of “realised orders” were placed on the portal http://friends.lady.open.ua/ and on http://www.youtube.com/user/KotexUA

The Situation
To capitalise on brand feminity during the period around International Women's Day Kotex desсided to realise an integrated campaign to be able to get girls congratulating each other in a unique manner.

The Strategy
Kotex provided girls with an exceptional opportunity to organise a real holiday for their best friends. For this purpose girls had to enter the site lady.open.ua, to fill in an application form and to write up an order. At the fixed time two young gentlemen congratulated “ordered” girls on the 8th of March, strewing them with rose petals and congratulating them on behalf of the customer. Videos of “realised orders” were placed on the site. The supervisor got a permission to use footage on the portal http://friends.lady.open.ua/ and on the branded channel http://www.youtube.com/user/KotexUA