U by Kotex: #ItsNotMyPeriod

This case study shows how Kotex, a feminine care brand, increased market share and sales in Canada by breaking down female stereotypes in a social media campaign.

Campaign details

Brand: U by KotexBrand Owner: Kimberly ClarkLead Agency: Ogilvy, MindshareContributing Agency: Veritas, BarrowsCountry: CanadaIndustries: Feminine hygieneMedia Channels: Online video, Public relations, Social media, Websites & microsites, Word of mouth, advocacyBudget: 1 - 3 million

Executive Summary

For decades, the feminine care category has treated periods like a source of embarrassment – something that women need to be protected from and keep hidden, causing women to actively disconnect from the category as well as the brands operating in it.

While this disconnect benefited...

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