Winner: Marina Maher Communications
Marina Maher Communications and Crowdtap unleashed the U by Kotex UnderWarriors to advocate—through engaging programs designed to encourage their friends, fans and followers—to help “Save the Undies” and learn more about the new U by Kotex pad. These included a consumer event in New York City, a fun and interactive microsite and a series of activations that extended the life of the story and generated millions of social impressions.
Over the course of a month, sales of the new U by Kotex product increased by 20 percent versus the same month in 2013. The campaign significantly increased brand trust, with 21 percent of women surveyed saying that U by Kotex is a brand they “trust more than others” and “works better than other brands.” They also saw a significant increase in favorability, purchase intent and willingness to recommend. The social campaign generated more than 69 million positive earned social impressions.
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