U By Kotex launches new ‘Missile Moments’ creative content campaign via Edelman

U By Kotex, the bold feminine care line from Kimberly-Clark has released entertaining creative content to support its ‘avoid flying missiles’ shopper campaign via Edelman Public Relations.

The video concept, based on popular hidden camera show Punk’d, reveals the real reactions from the Australian public when they witness an undercover actress experiencing ‘flying missiles’ – loose tampons flying out of a handbag at inconvenient moments. The films were created to launch the new Designer Series, from U By Kotex Tampons, which aims to counter this common problem with its re-sealable, zip-close pouch – a strong point of difference in the market.

WATCH THE VIDEO

The campaign tackles how normal tampons are prone to coming out of their packaging, rolling around in the bottom of handbags and falling out. Hidden cameras captured reactions from men attending an interview, with the female protagonist leaving her bag rigged to shoot tampons when she leaves the room to take a call. A second scenario includes a girl dropping tampons from her bag as she walks through a park, while on-lookers can’t believe their eyes and scramble to help pick up the tampon missiles. A third scenario shows the girl in a café, spilling tampons from her bag while the hot barista laughs off any embarrassment.

Says Gabrielle Davidson, senior brand manager – feminine care Kimberly-Clark: “In order to bring the product benefit of the new Designer Series tampons to life we had to create something shareable that would resonate with our target audience. The new packaging means women can throw their tampons in their handbag, keep them protected while also offering discretion on the go, and most of all, no more missile moments. Through this edgy and humorous video content we hope to bring this product to life.”

Focus groups were conducted with the target audience, 16-24 year old women, who shared their stories inspired by the ‘avoid flying missiles’ in-store creative devised by The Station Agency.

Says Fern Canning, director of consumer, Edelman Public Relations: “We talked to young women and when they laughingly shared their own ‘missile moments’ stories, we knew that the creative idea hit home on a real life truth which would be understood by Australian women.”

In addition to the content creation, the campaign which Edelman is spearheading includes influencer outreach, social media strategy, PR, paid media and product sampling.

Says Canning: “The women we talked to revealed social media as their mecca, so a strong social media campaign, with online influencers and paid amplification was vital in reaching this demographic.”

The campaign will see Instagram influencers and bloggers seeding the content, alongside a 30 day competition via U By Kotex owned channels to create engagement with consumers.

Partnerships with both Fashion Weekend Sydney and the 10km Nike She Runs event in Sydney helped to drive product sampling, reaching almost 10,000 women prior to campaign launch.

Client: Kimberly-Clark

Sarah Jacob, Social Media Execution