
Agency	ICON
Creative head	Leybovich Alexey
Author of idea	Leybovich Alexey
Product	Kotex. feminine hygiene
Description	In 2013, Kotex openly declared that, from now on, men could not be trusted to develop feminine hygiene products.And this is true. The subject of hygiene products is a sensitive one. This is why Kotex has invited girls to participate in the creation of perfect sanitary pads. To join in, they just need to fill out a survey on our website. Our aim is to develop a long-term dialogue with our target audience by using the website as the brand’s main line of communication, attracting girls who have recently used Kotex pads. The problem is as old as the Internet. It is easy to give a sanitary pad to any girl, but it is almost impossible to get her to visit the website after she has acquainted herself with the product. After all, that acquaintance may take place up to a month after the contact with the promoter.Our target audience is forward-thinking young women. Bright personalities, ready to express their point of view. They are eager to be noticed and love to look at themselves from the outside. And, most importantly, nearly every girl has something with which she would never trust a man.Having put this picture together, we came up with an ingenious solution: to develop and maintain a friendship with girls, Kotex must become their loyal ally… in their everyday distrust of men! After all, nothing brings girls closer together than sharing views on the stupid behaviour of men. The main thing is to remember the first rule of friendship. Don’t be in a rush to speak. Know how to listen. And so we did.In August 2013, several camera crews went out to the beaches of the Black Sea. Female reporters asked beach-going girls just one question: “What would you never trust a man with?”After answering our questions, each girl received a gift from Kotex: a smart package containing sanitary pads and an invite to a YouTube channel. It is on that YouTube channel that men’s responses to the girls’ criticism will be posted in a month’s time.The results of our survey on lack of trust were divided into 16 major topics. Now, all we had left to do was spend a couple of days interviewing men.The five video compilations of the men’s answers was an excellent way of continuing the dialogue. Thanks to them, 74% of the girls who were involved in the seaside promotion visited our website.As a result of the activity Some 11,000 girls received a gift from Kotex. Around 8,500 of these shared their distrust of men on camera. More than 8,000 girls who received a product sample watched the videos and completed a questionnaire on the Kotex website. The videos unexpectedly went viral, reaching an additional 40,000 viewers. So that’s how, with a small budget and a smart strategy, we managed to become close friends with the girls in our target audience. Kotex. Do what you want. Our predictions were confirmed: 96% of the girls had complaints about men.
Advertiser	Kimberly-Clark
Team members	Leybovich Alexey - creative Director, Masibuta Dmitriy - art-Director

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