Kotex Promo, Case study KITA by Mindshare Istanbul

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Industry Tissues & Towels, Feminine Hygiene
Media Promo & PR, Case study
Market Turkey
Agency Mindshare Istanbul
Director Ecehan Öcal
Released May 2009

Credits & Description

Category: Best Use of Branded Content
Product/Service: SANITARY TOWELS
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: MINDSHARE, Istanbul, TURKEY
Manager: Sibil Kutahyalı (Mindshare)
Director: Ecehan Öcal (Mindshare)
Director - Invention: Meltem Moral (Mindshare)
Media placement: Instore - Instore announcement of concert - 01 May 2009
Media placement: Newspaper Supplement - Sabah Newspaper - 02 & 03 May 2009
Media placement: Radio - Multiple - 08 May 2009
Media placement: TV Campaign - Multiple inc Show TV - 01 March - 04 April
Media placement: Concert - Concert with Keremcem - 23 May 2009

Results and Effectiveness
Awareness of Kita reached 64% prior to the launch of Kotex Young with 94% of the target 'liking her'. Interaction on her blog was 100% ahead of norms in Turkey and her Facebook account exceeded the maximum limit of 5,000 friends. Kita & Keremcem’s song reached No 1 in the music charts. Kita has now produced her first album and continues to successfully promote Kotex. Kotex volume share is up 30% in 2009 and rival P&G is down 9%. Kotex Young now represents 15% of the total Kotex share.

Creative Execution
Kita was all about branded content, not only a hit single but also a website where she could communicate her thoughts about trends, fashion and TV shows. We teamed up with Keremcem, getting Turkey’s hottest singer to write and sing a duet and distributed the video on music channels, video sharing sites and via his fanclubs. Social networks drove massive coverage and word of mouth. Keremcem & Kita were featured on posters and stickers in magazines, CDs were distributed via retailers such as Claires. A bespoke karaoke game enabled girls to sing Kita’s lines. When Kotex Young launched we used Kita’s voice from the duet in the TV ads and gave her a staring role in TV and magazine ads. To sustain interest post launch Kita sang alongside Keremcem at a live event where the audience had to provide product codes via sms to secure tickets.

Insights, Strategy & the Idea
Femcare is a product sector in which brand switching is rare. The moment at which young just-teen girls enter the market is one of the few opportunities to secure their custom. In Turkey, the target’s lives revolve around socialising, listening to music, seeing movies and the web. They are passionate about their teen idols. Our strategy was to create a bridge between the brand and the target using a 3D animated brand ambassador called Kita (originally created for Kotex in Israel). To ensure that Kita was seen as an exciting friend for girls and trusted by their mums we made her into a star using branded content without a brand. For three months there was no association with Kotex. We partnered with Turkey’s hottest teen singer, Keremcem, to create a duet and No1 single. Only then did we introduce her as a brand endorser, using her success to drive trial.