How do you spread the word about a product that people are afraid to even mention?
Create a social campaign that removes the taboo, gets people talking and changes the conversation. Listen to your audience. Respond.
My Role: Social media strategist, conversation manager
10 weeks after launch, U by Kotex* captured 8% of the category, leading the overall Kotex brand to a 20+% share for first time in over a decade.
AdAge named U by Kotex* one of America’s Hottest Brands 2010, for product and marketing delivering the greatest impact.
The launch of U by Kotex* won a list of awards, including the WOMMY Grand Prize for Word of Mouth Marketing and the IAM MIXX Grand Prize for Word of Mouth Campaign, and became a benchmark for social communication in marketing.