Missile Moments
U by Kotex
Business Marketing | Digital | Influencer Marketing
To help U by Kotex reach 14- to 24-year-old-girls to tell them about the new Designer Series Tampon range with its new discreet pouch-style packaging we coined the term “Missile Moments.”
THE CHALLENGE
How many women have had a missile moment? Women frequently have tampons rolling around in their handbags, popping out at inconvenient times.
THE STRATEGY
To help U by Kotex reach 14- to 24-year-old-girls to tell them about the new Designer Series Tampon range with its new discreet pouch-style packaging we coined the term “Missile Moments.”
THE EXECUTION
Developing Punk’d- style filmed content inspired by these embarrassing and funny moments, we launched the content across Facebook and YouTube. Light-hearted stories were brought to the media, and partnerships with five online influencers helped share our message.
8M
Media Impressions
530k
Reach on Facebook
THE OUTCOME
The campaign achieved 8 million impressions with media and reached over 530,000 on Facebook. The campaign contributed to a 73% increase in the brand’s Instagram account fans. It also convinced a major retailer to increase stocks to 75% of its stores. All this without ATL or display advertising to support it.