U By Kotex AU: Catch Me If You Can

Role: Lead Digital Strategist

Objective

U By Kotex AU were about to launch a brand new product to the category and to the Australian market – sanitary pads designed to wear during sport and exercise “Sports Ultrathins”. They needed a huge launch campaign to cut through the noise and generate media coverage, sample requests, and awareness to their target audience of women aged 18-34. The key metric was reach.

Idea

To ensure that the campaign spoke to women who already loved sport and exercise, the insight that sporty women are more likely to post on Instagram when they’re being active was used to create a simple hashtag competition: #UbKCatchMeIfYouCan. To enter, participants had to upload a photo of themselves being active, and use the hashtag in order to be in with the chance of winning various weekly prizes, and one ultimate prize. Campaign content for social media was also created for pre and post awareness.

Results

The entire campaign reached around 1.5 million Australian women; #UbKCatchMeIfYouCan had over 700 entries, and the TV spot was featured in multiple industry press, as well as prominent fashion and lifestyle media.