Kimberly-Clark was launching it’s new U by Kotex® Fitness Line, whose fundamentally different shape and technology made it a perfect fit for active women. According to a 2017 U by Kotex survey, 72% of women fear leakage while working out on their period and Kimberly-Clark sought to tackle this challenge head on. Kimberly-Clark developed an integrated marketing program that featured spokesperson Jessamyn Stanley, a yogi and body positivity advocate, amplified by traditional and digital marketing channels.
Because this was a fundamentally new product, Kimberly-Clark knew that education and authentic content were the keys to a successful launch. They also knew that Walgreens was one of the top retailers at which to drive trial, being the pharmacy of choice among Millennials and Gen X women.
In order to educate and drive trial of U by Kotex Fitness, Kimberly-Clark launched a multi-tiered program that began with pre-launch television and paid social ads for awareness, influencer and content marketing for consideration and an ibotta cash back offer to drive trial and purchase.
Kimberly-Clark had seen a significant decrease in the influence of coupons and deals in the feminine care category, and simultaneously wanted to find creative new ways to incentivize shoppers to purchase beyond giving them a straight coupon.
Influencer and content marketing coupled with the Ibotta rebate proved to be the key to success. Linqia connected U by Kotex with hundreds of micro-influencers across the US, all of whom live active, healthy lifestyles and exercise regularly.
The influencers educated their followers about the differences between U by Kotex Fitness and other feminine care brands. They highlighted the product’s unique features, shape and protection technology, and encouraged their followers to visit a local Walgreens and experience the difference for themselves. They included in-store photography of where to find U by Kotex Fitness on the shelf and shared images of U by Kotex’s sleek design, positioning the product as a must-have item in their gym and travel bags. They also shared a game that Kimberly-Clark had created with Dailybreak, where women could assemble virtual gym bags with U by Kotex as a key component.
“Authenticity is critical to the success of our influencer marketing programs,” said Greg Kearns, Brand and Shopper Marketing Manager for Kimberly-Clark. “We want it to feel authentic and don’t want to put words in their mouths, making it feel like an ad. Linqia does a great job of ensuring that the content is in the influencers’ own voices without sacrificing brand safety.”
Based on in-depth post analysis and attribution modeling, the top two launch programs from an efficiency and effectiveness standpoint were influencer marketing through Linqia and content marketing through Dailybreak. The two working hand-in-hand delivered stronger results than traditional shopper marketing tactics including FSIs, print and TV.
By the end of the program, Linqia drove 23.1 million potential impressions of the influencers’ blog stories, videos, photos, and social posts. The authentic content drove nearly 46,000 video views and 44,000 online engagements, nearly 2X the program goal. More importantly, U by Kotex was able to capture impressive market share for a product that was still ramping up distribution. Walgreens only carried a 2X pack and yet U by Kotex was able to capture better share of trial than their competitors.
- Linqia influencers created over 360 pieces of original, authentic content including blog stories, photographs, videos, and social media posts.
- The influencer content inspired over 44,000 online engagements, including clicks, likes, comments, retweets, and shares, 2X the program goal.
- Nine influencer-generated videos earned nearly 46,000 views.