Background

U by Kotex is a leading feminine care brand. It target 16-24 year old girls around the point at which they start buying feminine care products themselves.

U by Kotex was losing relevance with its core target audience. In the previous year, it had lost the tone and direction for content across their social platforms. Yet it had a goal to be number 1 in category within 3 years.

Tension

How do you make a brand that deals with Mother Nature’s monthly attack on the female uterus something that girls want to engage with publically?

Approach

You build a social media program focused on engaging girls through content that is funny, bold, quirky and shows you really get them and the things that are important to them