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Let's Move On! KOTEXOFO

Together with Kotex, we empowered women in Hong Kong to keep active whilst on their period, with a campaign that reached over 10 million.

HONG KONG / APAC / WOMEN / EQUALITY / FMCG / PARTNERSHIP / INCLUSION / INTERNATIONAL WOMEN'S DAY / KIMBERLY-CLARK / KOTEX / OFO

THE CHALLENGE

Kotex’s brand platform ‘Let’s Move On!’ was created to encourage women to be confident and live a full and active life whilst on their period, in spite of social norms that suggested otherwise. Competitors relied heavily on highlighting product features or celebrity endorsement, and this was creating low brand loyalty across the category. We knew that if we were to strengthen the emotional connection with our audience during the Priming Stage, we could position Kotex as a powerful and meaningful brand, waiting until the Trigger Stage to translate the product benefit and relevancy in an engaging way.

OUR SOLUTION

Riding a bike would seem like an activity worth avoiding during a woman’s monthly cycle – especially in a tropical climate. We changed women’s minds and empowered them to think otherwise – why shouldn’t they enjoy keeping active whenever they wanted! We partnered with the world’s largest bike sharing company, OFO and for the first time 2000 bikes were redesigned to highlight the tagline ‘Let’s Move On!’ As a result the campaign moved constantly around the city. And to encourage women to be bold and get out there, Kotex offered free riding of all OFO bikes for the first weekend of the campaign. Influencers and partners shared the messaging, and with OFO’s unique in-app journey tracking feature, women could upload their journeys to the Kotex Facebook page and invite their friends to join the movement, further amplifying the reach.

DELIVERING RESULTS

The campaign had a total reach of over 10 million

OFO ridership increased by 130%
Sales of the Kotex Herbal Soft line increased YOY

10
M+
reach