Crowdtap and Marina Maher Communications have been awarded Best Social Media Campaign honors in the 2015 SABRE Awards North America for work on behalf of Kimberly-Clark’s U by Kotex brand. Presented by The Holmes Report, the SABRE Awards recognize superior achievement in branding, reputation and engagement and are among the most prestigious honors in public relations.
Since its launch, U by Kotex has encouraged young women to rally around its bold attitude and challenge of accepted norms. The message has resonated with socially-aware Millennials, but the brand wanted to expand its efforts to win over the mainstream. So in 2014, the brand partnered with Marina Maher Communications and Crowdtap to launch a PSA-style campaign, “Save the Undies,” that aimed to increase sales and improve brand sentiment.
Young women are exposed to thousands of brand impressions every day, and are skilled at blocking out unwanted marketing messaging. For this reason, the “Save the Undies” campaign was strategically executed in digital, where word-of-mouth marketing has the potential to make a tremendous impact.
To power the integrated program, MMC and Kimberly-Clark leveraged Crowdtap’s People-Powered Marketing Platform to build a community of more than 30,000 young women who were empowered to join the movement, try out the product via sampling and seed early and ongoing conversations around the grassroots campaign. These peer-to-peer conversations were amplified by high-reach topical experts who participated in activist events and share their experience with their own communities and readerships.
As a result of the campaign, Kimberly-Clark’s U by Kotex brand drove a marked sales lift year-over-year and succeeded in driving trust across all four consumer sentiment areas. Crowdtap also measured noteworthy affinity lifts among the 30,000-strong branded community, including a 10 percent increase in purchase intent and a 23 percent increase in net promoter score (willingness to recommend the brand to others).
Congratulations to our partners at Kimberly-Clark and MMC on this honor!