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Every Christmas I say "this was the best Christmas ever." And every year I mean it.
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.
As a social strategist and conversation manager on this campaign, I helped develop the social planning and then turned around and ran it. There are photos of me working simultaneously on two laptops — that’s how fast this was moving. I managed all social channels in partnership with Kimberly-Clark consumer services, wrote all posts and managed the 15 writers we hired to answer girls’ questions on the website.
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 IAB MIXX Grand Prize for Word of Mouth Campaign, and became a benchmark for social communication in marketing.