A FAN IN LOVE by E-NOVVA for Kotex

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A FAN IN LOVE

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Industry Feminine Hygiene
Media Promo & PR, Case study
Market Colombia
Agency E-NOVVA
Client Service Director Janeth Castañeda
Producer Daniel Garcia Yustos
Released August 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: KIMBERLY-CLARK
Product/Service: KOTEX TEENS FEMININE HYGIENE PRODUCTS
Agency: E-NOVVA
Date of First Appearance: Aug 5 2009 12:00AM
Entrant Company: INITIATIVE, Bogota, COLOMBIA
Digital and Content Director: Carolina Sandoval (Initiative)
Account Director: Lina Rivero (Initiative)
Client Service Director: Janeth Castañeda (Initiative)
Digital Strategist: Diana Wiest (Initiative)
Brand Trade Manager: Diana García (Kimberly-Clark)
Brand Manager: Gerardo Argueta (Kimberly-Clark)
Commercial Director: Julian Jaramillo (Ennovva)
Inhouse Manager: Mauricio Mejía (Ennovva)
Account Executive: Viviana Peraza (Ennovva)
Producer: Daniel García (Ennovva)
Media placement: Mobile: SMS - 17,500 - Database of RCN - 05/08/2009
Media placement: Online campaign:Traditional Banner - 8,719,035 impressions - www.rumba.com.co; www.amores.com.co; www.lamega.com.co; www.canalrcn.com - 05/08/2009
Media placement: Online campaign:Rich media banners - 90,000 impressions - www.rumba.com.co; www.amores.com.co; www.lamega.com.co; www.canalrcn.com - 05/08/2009
Media placement: Email Marketing: Mailing - 116,666 - Database of RCN and Kotex Teens Community - 05/08/2009
Media placement: Digital: Internet Cafés - 96,875 impressions - Internet Cafés in Bogotá, Cali, Pereira, Barranquilla - 13/08/2009
Media placement: Radio Campaign: 10 mentions - La Mega Radio Station - 10/08/2009
Media placement: TV Freepress - 14 mentions - Canal RCN, City TV - 11/08/2009
Media placement: Magazines Free press - TVy Novelas, Caras, Jet Set, Carrusel - 11/08/2009

Results and Effectiveness
In only one month, we increased the Kotex Teen´s community by 20%, impacting and reaching 72% of the target share in Colombia. Although the chapters where 3-minutes long, teens spend an average time of 5:50 minutes logged onto our site, which indicated that they felt engaged and hooked to the content of the site, conquering their top of heart and succeeding in our goal to migrate them to Kotex’s adult portfolio. In conclusion, we created a branded content strategy which developed a tailor made story for teenagers in the most important platform for the teenage target: Digital.

Creative Execution
We brought Kamila to life and she became the main character of “A Fan in Love”, the first teenager web series made in Colombia. Through 11 chapters, we told the story of Kamila and her best friend who had to surpass many obstacles to meet Josh, their platonic love pop singer. After many troubles including her parents and Josh´s Manager, they finally meet him, and he falls crazy in love with Kamila. Besides accomplishing the dream of all teens through the experience of Kamila, Colombian girls interacted with the brand icon by helping her to make key choices in every chapter, thus feeling part of the story. www.unafanenamorada.com took girls to the brand´s site where they had to register to watch the chapters launched 2 per week, bloopers and behind the scenes videos. We used radio, SMS, e-mail marketing, TV spots, and online display to generate traffic to the site.

Insights, Strategy & the Idea

In Colombia, Kotex Teens is the only feminine care brand that targets teenage girls. The brand´s strategy is to talk and interact with these girls in order to generate brand´s bonding and loyalty from a young age. The most relevant business objective is that over the time, these teenagers migrate to the Kotex’s adult portfolio. The challenge was to increase our community www.kotexteens.com.co, to keep engaging them and to maintain the bilateral dialogue with them. Teenagers in Colombia are always connected, their best friends represent the world, and music is their main passion. Through the years, these girls have forged a strong relationship with Kamila, the animated character that the brand created. Kamila has become their confident and good friend. Teens always have a platonic love and their biggest dream is to meet him and God willing make him notice them. Kotex Teens made that dream come true!