THE BRIEF

1 in every 2 female consumers limit themselves from workout and exercises during period, and 38% of them feel they cannot perform well athletically. So, WE ARE GOING TO CHALLENGE THIS

Our mission: Prove to female consumers that our product performs so they can, and encourage them to continue to do what they love (SPORT) even in those days

OUR SOLUTION

Based on the fact that many girls are less active in their period because normal products cannot function well as they move. So at first, we teased and revealed a “secret weapon” to protect girls when playing sports/ exercising on those days, and using KOLs & Hot influencers to share about their active lifestyle as well as useful tips to inspire & encourage our target consumers to keep being active even on those days. Then amplify by throwing out #ActiveChallenge hosted by 3 KOLs within 2 weeks to encourage fans to follow. One of the KOLs is Hana Giang Anh, a well-known fitness trainer, which attracted many fans to follow the #ActiveChallenge daily. We successfully introduced Kotex Sport as the perfect companion to help girls stay active even on those days since this is the first product ever that is specially designed and functioned for active girls who are into sport.

THE OUTCOME

• 14-day #ActiveChallenge attracted many users to follow daily
• 144% Earned Outcome
• Total 225,923 Interaction
• Total 1,099,577 Engagement