U by Kotex: Break the Cycle

Kimberly-Clark focused on social media for this campaign for Kotex, a feminine hygeine product. Initial research for the campaign was based around an online poll, which found that the vast majority were "embarrassed by their bodies and more specifically, menstruation".

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 Agenamed 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...

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