Mindshare Singapore recently masterminded an integrated consumer engagement campaign across Mediacorp’s various media platforms to promote the Kotex range of Ultra Thin sanitary pads.
The planning team conceptualised a content platform with the Channel U’s production team to reinforce the brand’s affinity with females aged between 25 to 39 years old.
Based on a reality format, a contest named ‘Be Absolutely U’ was commissioned to search for Singapore’s most confident and vivacious young ladies, in line with the brand’s personality.
The campaign kicked off with TV trailers on Channel U to encourage ladies to register online and participate with a friend. Other recruitment vehicles include radio spots, magazine ads and recruitment road-shows at Plaza Singapura which included a product sampling exercise. The samples also carried details of the contest to extend the reach of the campaign.
It was further supported by an online campaign with banners on relevant websites and blogs. Popular blogging celebrity, Xia Xue, was invited to blog about the contest and her experience with the Kotex Ultra Thin.
The website, www.beabsolutelyu.mediacorptv.sg , attracted thousands of participants, who uploaded photos and description of themselves. A panel of judges shortlisted the top 4 teams. Voters were asked to vote for their favourite teams. Winning teams stood to win cash prizes.
The same details were also hosted on www.kotex.com.sg. Both sites also carried product information and profiles of ‘Absolutely U’ ambassadors, including feminine lifestyle tips.
The results were only announced at a private ‘pyjama’ party held at the ultra-uber Fashion Bar in Clarke Quay, where finalists and friends were treated to a fashion show, beauty and grooming tips as well as fellowships with the finalists from Channel U’s ‘Campus Superstar’ TV show.
‘We are pleased to note Kotex demonstrated an in-depth understanding of how to engage with the young females audience who are internet savvy and are part of a thriving social media community,’ reports Jimmy Lim, Executive Director of Mindshare Singapore
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