Kotex
Word of mouth
campus activation
KOTEX
In 2009 and 2015, Kimberly Clarke needed to raise awareness and drive trial of their Kotex sanitary towel brand amongst campus students in Nairobi aged 18- 24 years.
TGC’s Response:
Activated a word of mouth activation with young women in campuses within Nairobi, over a period of 4 months. This engaged more than 80 girls from 4 different campus Created credible on ground hype to drive trial and
awareness.
The seeding activity was complemented by online interaction and other marketing activities championed by the advocates in campus.
Output
The 80 advocates and additional marketing activities over an initial 4 month period reached out to over 6000 of their peers and friends. Kimberly Clarke recorded an increment of sales after the word of mouth activation attributed to the campaign as it was the key marketing activation happening at the time.
