U by Kotex

My team was tasked with launching U by Kotex on TikTok to help them reach a younger audience. Because Gen-Z is excellent at sniffing out brands that try too hard to connect with them, we had to discover a way to organically communicate KPIs of our product in a way that resonated. The key became leaning into shedding light on the societal truth that the topic of periods is very stigmatized in our society. Being honest and open about vaginal health and the mishaps that come with having a period helped us nurture a online community and grow brand love. Within a few months, our team was driving an average of 20 million impressions and 100k + engagements month over month. Through listening to performance data, we were able to guide our marketing to resonate with our key audience and lead to major growth.