BRAND:
KOTEX
AWARD CATEGORY:
The Best Influencer Strategy
CAMPAIGN TIME RANGE:
1/4/2023 - 30/09/2023
CREDITS:
CASE STUDY VIDEO
STRATEGY
In Vietnam, discussions surrounding period and feminine hygiene have long been stifled by societal taboos, particularly among Gen Z, where open conversations with family and peers are scarce.
KOTEX has been at the forefront in Vietnam, initiating open dialogues about periods with Gen Z girls.
However, the challenge persists as industry advertisements predominantly focus on women, perpetuating the notion that only those who menstruate should engage in discussions about periods.
Recognizing the collective effort required to dismantle this taboo, we embarked on a mission to engage men in these conversations.
In 2024, with an enhanced strategy, KOTEX strategically positioned men at the forefront of our campaign for the new KOTEX Maxcool French Spa product, recognizing that Gen Z boys can provide support to girls during menstruation not only physically but also emotionally.
INSIGHT
During the sweating summer months and menstruation periods, girls often endure discomfort due to the hot and humid weather. KOTEX Max Cool Spa, with Macro Cooling and Lavender extract, delivers a delightful cooling sensation that soothes all their senses. But how can we visually convey this pleasant cooling experience to girls? What does the term "pleasant cool" signify to Gen Z girls?
CREATIVE IDEA
That's when we conceptualized "The Max Cool Spa Station" at the hottest spots in Vietnam. For the first time ever, a “cool” spathe spa, instead of being associated with heat, offers calming and nurturing experiences provided by our Maxcool Boys. And what makes this care even more meaningful? When it comes from their idols.
"The Max Cool Spa Station" represents the first-ever "cool" spa, a serene retreat where idols serve as pillars of support and understanding. KOTEX meticulously selected celebrities with predominantly female fan bases in each city to amplify the event's impact. Such as: Bray, Mikelodic, Song Luan & Jsol.
CONNECTION PLAN
Before the event day,In HCMC, we enlisted B-ray and Mikelodic, two renowned rappers; In Can Tho, we partnered with Song Luan, a famous singer and actor; and in Da Nang, we collaborated with Jsol, a singer known as the "ballad prince" with a Korean background. KOTEX liaised with each celebrity’s fan club leader to plan specific activities, ensuring widespread awareness of the event among fan girls.
On the event day, girls experienced "the pleasant cooling"." They traversed through various activities, including traversing a warm room where period stigma was addressed before ascending to the sanitary pad bridge to descend to our cooling hub. There, they were enveloped in soothing visuals and a refreshing environment. They then indulged in a cooling spa session, relished refreshing mocktails, received nail treatments, and participated in tarot reading sessions. Throughout their experience, ourthe Max Cool Boys tended to their needs, guiding them through the heat and, providing assistanceumbrellas, and assisting with footwear.
In the evening, it was time for a special treat. Now, their idols took over the care. Imagine Bray extending a helping hand, offering a cool beveragesbeverage, and presenting a limited- edition gifts. gift with his signature. How delightful is that?
But that's not all. The idols also performed a concert featuring their hit songs, followed by intimate mini-games for interaction with the fans. Lucky fans even had the opportunity to go on stage for a date with their idols.
The event garnered immense attention from Gen Z girls. They began queuing up from 2 PM to meet their idols at 8 PM, recognizing it as a unique chance for idol care. The fan clubs of our Maxcool Boys organized significant events for their idols, continually sharing their experiences online and inviting friends to participate.
OBJECTIVE-BASE KPI
The event drew 18k simultaneous views on livestream and became a trending topic on TikTok during the day of Bray & Mikelodic.
Following the event's success, KOTEX extended the Maxcool Spa concept to high schools and universities nationwide, distributing sanitary pad samples to over 500 universities and high schools, reaching 500k Gen Z girls.
Additionally, we initiated a TikTok trend, collaborating with male influencers to educate boys on purchasing sanitary pads for girls, thereby fostering trust and inclusivity.
Our efforts yielded remarkable results, with Maxcool sales increasing by 1.5 times within three months of launch, accompanied by a 30% increase in market share.
Particularly is the significant growth in Can Tho, with a share gain of +7.3 points after six months.
Additionally, our campaign generated 129k engagements, with 66% directly brand mention.
So, what do you think? Is featuring men in sanitary pad communication odd or just sound strategic?
