The brief

U by Kotex launched the new range of Thinx Reusable Period Undies to give people with periods another option to manage their cycle. Our brief was to spread the word far and wide and spark a deep and meaningful conversation that authentically connected and garnered trust and confidence.

Campaign objectives included:

• Generate awareness and hype around the new product
• Shift perception of period undies by educating audiences about how and why to use the product.

 

The work

The Social Club ran a full service influencer marketing campaign across Instagram and TikTok, ultimately taking out the #1 spot for the category.

 

The outcome

• We successfully generated mass awareness and hype around the new U by Kotex x Thinx Reusable Period Undies, reaching millions of eyeballs across NZ on TikTok and Instagram.
• Content was seen by the right people, at the right time, Audiences were engaged, curious and open when it came to questions and feedback about the product. Having a two-way conversation with our community is the ultimate.

• All 18 influencers created genuine, quality content which resonated well with their communities and beyond. This diverse group of influencers ensured a variety of lifestyles were represented through the campaign and allowed the UBK brand to be present in important conversations in relation to period care.

 

The Results

Our influencer arm The Social Club collected the sought-after 2021 Influencer Agency of the Year (Australasia) award at the 2021 Social Media Awards, supported by our work with U by Kotex (UBK).