U by Kotex: Break the Cycle
In March 2010, Kimberly-Clark (K-C) launched a breakthrough campaign that changed the way feminine care products are marketed. By leveraging social media as the centerpiece of a multi-channel campaign, K-C achieved one of the most successful and celebrated consumer packaged goods (CPG) product launches of the year, while increasing sales for its Kotex brand by almost 10%. In addition, Advertising Age named U by Kotex* one of the hottest brand of 2010 based largely on the breakthrough U by Kotex*. Working with digital marketing agency Organic, K-C used key digital and social channels to reinvent an irrelevant, older brand for today's young women, drive healthy dialogue, provide education around a “taboo” topic and engage thousands of young women in meaningful conversations in a low-interest category.
To begin this cultural shift, K-C recognized that in order to replace existing marketing methods, it first had to better understand the target audience by gathering intelligence about its customer. Working with Organic and public relations agency Marina Maher Communications, Inc. (MMC), K-C set out to understand teens’ and young women's feelings about feminine healthcare and the associated product. To achieve this, Kimberly-Clark commissioned an online study of 1,600 U.S. and Canadian women conducted by Harris Interactive called “Break the Cycle: A Study on Vaginal Health.” The research presented astonishing results, including: