In 2014, my team and I won 1st place in the Collegiate Effie competition for the integrated marketing campaign we created for U by Kotex. After researching the target market through focus groups and an interview with with a nursing professor on woman's health, we decided to create a campaign around a very edgy tagline to fit with U by Kotex's brand image of being bold, honest and empowering. We submitted our entry kit and were selected as finalists. This was what we put together for our presentation in New York City with U by Kotex brand representatives.

1. TAKE CHARGE
BY KRISTEN GORSUCH, BAILIE PORTER & LIZ DEMEO
LIBERTY UNIVERSITY

2. REAL WOMEN. REAL CONVERSATIONS.

3. FOCUS GROUPS

4. WHAT WE FOUND
Women in our focus group were initially
uncomfortable discussing vaginal health,
but once the conversation got started
they began to open up.
After the week-long trial, women
reported that they now felt more
aware of their need for panty liners.

5.  Compare brands & products
 Determine what women want
 Overcome brand loyalty
THE COMPETITION
Playtex
32%
Always
22%
Tampax
22%
Other
24%
USAGE OF OTHER BRANDS

6. ONLINE SURVEY
 Over 700 women, 18-30
 Active on social media,
but not with feminine
product brands
 Women uneducated
about hygiene

7. NURSING PROFESSOR INTERVIEW
Linda Gregory, RN
Associate Professor of Nursing
Liberty University
Photo credit: Liberty University
 All women are different
 Take a “needs assessment”
 Keep track of your body

8. U BY KOTEX’S BRAND IDENTITY
BOLD.
HONEST.
EMPOWERING.

9. BIG IDEA
TAKE CHARGE
BE IN CHARGE OF YOUR DISCHARGE

10.  Role of a panty liner
 “Everyday cleanliness routine”
 “To look the best, you have to feel
your best.”
 Education about body
 Conversation and laughter
ENTRY KIT QUALIFICATIONS

11. WOMEN’S ONLY RAVE
 Kotex colors
 Cover photo
 Special guests
 Earned media
 #Incharge
 Liners & pamphlet
 Photos
 Post-rave survey

12. WHAT’S NEW ON THE WEB?
ubykotex.com/takecharge

13.  Girl’s Night Out
 Social Responsibility
 Food & Beverages Provided
 Join the Movement
WHAT IS THE INCENTIVE FOR ATTENDANCE?

14.  Pamphlet
 Coupon
 E-mail list
 Share via social media
WILL IT GENERATE TRIAL?

15. BEAUTIFY THE BATHROOM
 High traffic areas
 Social media opportunity
 Integration with website
 Nominate a bathroom

16. HASHTAGS

17. MOBILE APP
 Inspired by nursing professor
 Educate and show need
 Not just a period tracker
 Download goal

18. DIGITAL & TRADITIONAL ADVERTISING
 Magazines our target is
reading
 Digital vs. traditional
 Improved design with
hashtags & website

19. WHY PROMOTE THE APP VIA ADS?
 Where our target is
 Integrates our campaign
 Emphasizing need
 Providing feminine
hygiene education

20. Print/Digital Advertising – 15%
Guerilla – 25%
Event – 20%
Interactive Online (Website) – 5%
Social Network Sites – 15%
Mobile – 20%
BUDGET
15%
25%
20%
5%
15%
20%
Budget
Print/Digital Ads Guerilla Event
Interactive Online Social Networking Mobile

21. DIGITAL/TRADITIONAL ADVERTISING
Design & Purchasing Ad Space
BEAUTIFY THE BATHROOM
Liner dispensers & refills
Designs for stalls
Restroom attendants (optional)
Travel expenses
TAKEOVER THE DANCEFLOOR
Security
Photographer
DJ / Strobe lights / Fog machine
Food & Beverages
Splatter Paint
Wall of Inspiration & other signage
Boxes of liners & pamphlets
SOCIAL MEDIA
Facebook ads (pay per click)
MOBILE APP
Design of the app
Coupons
HOW IS THE BUDGET WEIGHTED?

22. TIMELINE RAVE BEAUTIFY THE
BATHROOM
MOBILE
APP
PRINT &
DIGITAL ADS
SOCIAL
MEDIA
WEBSITE
JUNE X X X X
JULY X X X X X X
AUGUST X X X X
SEPTEMBER X X X X
OCTOBER X X X X
NOVEMBER X X X X
PROPOSED TIMELINE

23. CONTINUED ENGAGEMENT OF TARGET?
 Rave mailing list
 Coupons from app
 Use bathroom makeovers to
promote website & app

24. WHAT IS THE CULTURAL CONTEXT?
Photo credit: diaryofapersonalshopper.blogspot.com
“You’re going to
talk about that?!”

25. WHAT WOMEN ARE ALREADY SAYING

26. CONCLUSION
We want women to feel
knowledgeable, unashamed, and
in charge of their feminine hygiene.