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Kotex
New code of communication by Kotex

RAN IN: Russia

CLIENT
KimberlyClark LLC

AGENCY
Mindshare *Lead Agency


Vkontakte *Lead Agency


SUMMARY

Competition in the feminine care category is strong due to the complex audience switching. Therefore, personal experience and trial purchase are very important for business growth. We have created new code of communication with girls in VKontakte with the help of kitty Anfisa’s stickers, branded videos and coupons via chatbot. 114 000 girls have used the coupon (exceeded the forecasts in 3,8 times). The conversion of those who received coupons was 5,7% (average 2%). The cost of a trial purchase reduced in 2,5 times versus standard mechanics without territorial limits!

CASE VIDEO


Audience: Our target audience are young girls aged 16-26 who are city dwellers, ready to make their own decisions. They are buoyant and proactive, seeking to unleash their potentials in different areas of life; as a rule, they have a hobby and are inclined to share their achievements.

Objectives: 1) Trial purchaseKPI 1 – to sell at least 40 thousand packages via coupons (we planned to distribute 2 million coupons, the market benchmark for conversion into a purchase of such promotional events is 2%); to minimize the trial purchase cost per User.2) Viral engagementKPI 2 – according to VK data, the market benchmark for sending stickers is 3 stickers per user. Taking into account the taboo character of the category, our most optimistic forecast was 25 million stickers sent (5 stickers per user), while our plan was 4.9 million sticker pack installations.

Type: B2C

Language: English, Russian