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.
       
     
       
     
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  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.
       
     

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.

       
     
WOMMY Awards 2011 - Introduction Gold and Grand Prix Winner: Marina Maher Communications
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