2015 Agency Elite Awards: Marketing to Women

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.

Honorable Mentions

  • Lippe Taylor on behalf of Shionogi - Women Take Charge with Osphena
  • rbb Public Relations - "Choose Your Own Escape" Spring Blogger Campaign
  • Sway Group