U by Kotex: Carmilla

This case study describes how Kimberly-Clark, the personal care company, promoted its U by Kotex feminine hygiene products to Canadian female millennials through a self-produced television series.

U by Kotex Carmilla

Category: Consumer products - healthcare, beauty and fashionAgency: Geometry GlobalCountry: CanadaClient: Kimberly-Clark

When U by Kotex wanted to connect with millennial girls, we knew a traditional media buy would not suffice. Sure they watched TV and consumed traditional media, but there was nothing traditional about the way they were doing it. For millennial girls who switch seamlessly from screen to screen to keep up on the latest gossip, news and entertainment, their content is online. In fact, 67% of Millennial said digital delivers content they can relate to. And we wanted them to...

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