Best Consumer Goods Rich Media Online Campaign

Kimberly-Clark (K-C) decided it was time to break through the outdated feminine care category and help stop all the weirdness about periods.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: • Branded website • Primary social platforms • The larger social web The U by Kotex* campaign is the first consumer packaged goods (CPG) 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 The team singlehandedly replaced a half-century’s worth of marketing miscues, outdated beliefs and campaigns built on euphemism—with new products brought to market through genuine campaigns built on directness and honesty. Results Since the U by Kotex* campaign launched, it has realized the following results as of November 10, 2010: • The website has experienced over 2.3 million visits with more than 1.2 million sample requests • The sample conversion rate remains steady at 40% and there have been over 25,500 tweets about Kotex • Over 86,500 Kotex discussions have taken place in the social space with over 100 million impressions through various channels • Over a million girls have been activated on the brand site, including 14,065 declaration signatures and 110,357 likes to the Mission, including 22,957 likes on Facebook

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Location: USA