View Larger ImageU by Kotex 
By Organic, Inc.
Kimberly-Clark (K-C) decided it was time to break through the outdated feminine care category and help stop all the weirdness about periods. It's time we all started to talk openly about periods and stopped the unhealthy attitudes. K-C spread this message digitally by leveraging an integrated approach across three primary platforms: The U by Kotex* campaign is the first consumer packaged goods campaign to use social media to drive education and advocacy in the feminine care industry. Unlike traditional broadcast and print ads, the flexibility and effectiveness of the digital channel are unrivaled in reaching the teen girl and young women demographics.
The team singlehandedly replaced a half-century's worth of marketing miscues, outdated beliefs and campaigns built on euphemism — with new products brought to market through genuine campaigns built on directness and honesty.
The U by Kotex* campaign team firmly believes that women should:
- Be proud of their bodies
- Confidently have open, honest conversations about periods and vaginal care
- Feel empowered to seek honest, accurate answers to their challenging questions
Teenage girls and young women are considering U by Kotex* an authority on where to turn for information and since launching in March 2010, the campaign has realized the following results:
- Over 1.7 million website visits with more than 730,000 sample requests
- A 42% sample conversion rate<
- More than 17,500 tweets about Kotex
- Nearly 25,000 Kotex discussions took place in social space with over 88.5 million impressions through various channels<
- Over a million girls activated on brand site, including 9,200 declaration signatures and 93,878 likes to the Mission, including 17,500 likes on Facebook
- 640 million pre-market media impressions in major print, online/broadcast outlets, industry trade publications and websites
March 2010 to present
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