Kimberly-Clark created the feminine care category with the launch of the Kotex brand 100 years ago, and today, its products are trusted by millions of women in more than 100 countries to provide outstanding protection and inspire confidence that period or not, she can.
Kotex Malaysia
OUR SERVICES
- Press Materials
- Influencer Engagement
- Virtual Event
- Creative Invites
THE BRIEF
The Total Protection Pads were coming in with a new design that has stronger ‘Overnight’ cues and as a new innovation, Kotex also wanted to continue the buzz and talkability around the Kotex Overnight Panties.
Seeing as both variations fall under the Night and Protective Guard category - we created a campaign which will allow us to feature both variants seamlessly.
OUR OBJECTIVES
To strengthen key USPs and innovation of Kotex Overnight Panties
To showcase the product’s ability to offer worry-free sleep
OUR STRATEGY
Leveraging on the woes brought on by the pandemic, the strategy was to create a sacred and supportive space that encourages women to have a community of camaraderie.
Leveraging on International Women’s Month to showcase support and foster camaraderie
Photo Credit: Veron Lin
THE IDEA
Playing on the term coined for period, ‘datang bulan’, Kotex Overnight celebrates A Night of New Moon to build a community of camaraderie and act as a platform to kickstart sweet dreams, worry-free!
A Night of New Moon is a virtual slumber party that aims to inspire confidence among girls in Malaysia and strengthening sisterhood by recognising and championing women progress while reaching her fullest potential.
The evening will entail insightful workshops and tips to bring out the confidence and best experiences in each girl and what better time to celebrate this than during the month of International Women’s Day!
DELIVERY
Virtual Event
Staying true to being supporters of women’s progress and in conjunction with International Women’s Day, Kotex® hosted Malaysia’s first and largest online slumber party on both Instagram and Facebook.
Top Malaysian social media influencers, Athalia Buswani and Erissa Puteri hosted fun activities to prove that girls can have it all while they’re on their periods, including having a good night’s sleep to wake up and slay the day.
Kicking off the exciting and largest online slumber party, Erissa led a TikTok dance tutorial to Kotex®’s famous theme song to encourage girls to dance off their period cramps and have the confidence to seize the day, period or not. The night wrapped up with Athalia as she started the conversation about a common unspoken period struggle among every girl: sleeping positions.
The 45 minute session was streamed to Kotex’s Facebook and Instagram platforms as well as to Erissa & Athalia’s instagram platforms.
Press Materials
We disseminated a press release as a post event announcement to share about Malaysia’s first and largest online slumber party as well as on the Kotex Overnight product range.
Influencer Engagement
We identified and engaged top Malaysian social media influencers, Erissa Puteri and Athalia Buswani, to be the hosts of Kotex’s Online Slumber Party.
Worked with the hosts to come up with segment ideas for the slumber party.
Creative Invites
Seeing as we were unable to bring the slumber party experience to these girls, due to lockdowns in Malaysia at the time, we had curated an exclusive Slumber Party kit to bring the party to them
The Kotex Largest Online Slumber Party kit was packed in a customised satin night bag and included customised satin robes, eye masks and of course the Kotex Overnight Range products.
We seeded out a total of 40x units to key media publications and social media influencers as an invitation to the virtual event
RESULT
Total PR VALUE
RM554,744 (44% above target KPI)
Live Event Coverage: 40 clippings, RM18,674
Creative Drops: 44 clippings, RM247,605
Influencer Host Postings (EARNED): 9 clippings, RM15,600
Media Attendance for Live Event: 24 Media
Live event views: 1,721 views across 3 platforms
EXPLORE HOW WE CAN GET MAD TO BRING YOUR BRAND TO LIFE
EXPLORE MORE
The Total Protection Pads were coming in with a new design that has stronger ‘Overnight’ cues and as a new innovation, Kotex also wanted to continue the buzz and talkability around the Kotex Overnight Panties.
Seeing as both variations fall under the Night and Protective Guard category - we created a campaign which will allow us to feature both variants seamlessly.