U by Kotex promotes Kotex Sport Ultrathins in new ‘Catch me if you can’ campaign via Ogilvy

Following a first-of-a-kind innovation for Australia with the launch of new U by Kotex Sport Ultrathins from May, U by Kotex has launched its new marketing program via Ogilvy, Edelman and The White Agency, to drive mass awareness of the product.

The marketing program, Catch me if you can, utilises highly targeted channels to reach young women from August right through to the end of the year.  With a projected reach of more than 1.5 million women in Australia, activity will include social media, TV, digital, PR, event sampling, outdoor, partnerships, magazine and alignment with fitness-trending personalities.

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According to research, 75% of Australian women still exercise when they have their period, but don’t feel as though their current protection can stand up to the test.

The ‘Catch me if you can’ marketing program aims to motivate women to continue to exercise as they usually would, and push their limits by using the U by Kotex Sport Ultrathins, proving that your period doesn’t have to get in the way of your workout. The Sport Ultrathins product is a category first in Australia and a first for Kimberly-Clark globally.

The marketing program demonstrates the product’s ‘moves-with-you’ point of difference in a number of ways including aligning with fitness trends and sports which clearly represent a ‘limitless workout’. One of these being Parkour, an intense and challenging sport which has no boundaries, coined to become the next big fitness craze in Australia. The freedom provided by the product of movement is also central to the video content which actually features a Parkour enthusiast to bring to life the eye-catching silhouette from the packaging design.

Along with this, the integrated marketing program also includes:

•    Media partnership: A partnership with online global media publication, PopSugar, to further engage consumers by featuring bespoke content promoting the product as an essential for a achieving a limitless workout.

•    Key social influencers: Tapping into the social media habits of the target demographic, UbK is aligning with fitness influencers including Base Body Babes, Sjana Elise and Lauren Brant who will promote UbK Sport Ultrathins on Instagram. All influencers involved provide a combined reach of more than 1 million.

•    Digital activation: A branded challenge set up within the Map My Fitness network of fitness apps (owned by fitness brand Under Armour) encouraging girls to trial the product and workout consistently for an entire month, demonstrating that you don’t need to alter your workout during your period.

•    Consumer promotion: A promotion where one lucky winner and their friend can win a trip to the Colour Run in Miami by posting their most intense action shot on Instagram.

•    Event sampling: Sampling of the product at key events like UniGames which is a national University event where students participate and compete with eachother in a variety of sports along with the Netball World Championship and the NIKE Tour earlier this year.

•    PR / media events: In order to create excitement amongst media publications and generate PR about the product, UbK along with PR agency Edelman hosted a Parkour Training Event with Australia’s leading Parkour trainer, Monique McDonald as well as Parkour enthusiast and stunt woman Marlee Barber (who starred in the UbK Sport video).  The purpose of the event was to announce the launch of a product in a way which would be more exciting to media. During the session, the women experienced a challenging workout which was focused on gaining confidence, overcoming fears and being truly limitless during a workout, a strong synergy with the launch of the product.

The KCA sales team have also done an exceptional job at achieving fantastic displays in-store. Retailer specific activations were developed to fuel greater store support and the field team has been phenomenal in their execution, with some members going over and above to ensure an eye-catching display.