Project Overview
One more lap. One more km. One more rep. Pushing yourself to the max is always about one more.
Using this insight, we created a digitally-led marketing program for U by Kotex Sport Ultrathins - the first pad in Australia designed to keep up with ladies who lunge. And lift. And squat. And run...
Project Commissioner
Project Creator
Team
Agency: The White Agency
Creative Director: Mike Barry
Associate Creative Director: Mitch Seeto
Senior Art Director: Isabel Matias
Junior Art Director: Ellie Bennett
Client Service: Carla West
Project Management: Brittany James & Elle Hadshar
Community Manager: Bianca Li Donni
Tech Developers: Yoann Bernex & Nicholas Makhija
UX: James Winchester
Media: Mindshare
Video Production: Sarah Pritchard and Mint Films
Project Brief
Three out of four women still exercise when they have their period, but don’t feel that their femcare product can stand up to the test. Our brief was to create a digitally-led awareness program for U By Kotex Sport Ultrathins, a product that enables active women to slay that extra K, even at that time of the month.
Project Innovation/Need
U by Kotex is all about pushing boundaries. In a femcare first, we’re giving women what they need to push their workout to the max at that time of the month.
Music can make or break a workout so we partnered with Spotify and Mindshare to create the U by Kotex #OneMore playlist generator. The online web app gives fitness junkies a tailored workout playlist, based on their favourite song and training intensity. Playlists are automatically saved on the user’s Spotify account. We also encouraged visitors to grab a free product sample by offering a chance win Spotify Premium.
We amplified #OneMore across all touch points including a dedicated hub page on the brand's website and two cheeky 15 sec videos across YouTube and Facebook. We kept the ball rolling with a social media campaign, digital banners, and a 10 sec brand ad displayed in Anytime Fitness gyms across Australia. Fans joined in the fun by posting a weekly #OneMore workout pic and nominating their training buddy on Instagram.
Design Challenge
Our design challenge was to take a femcare product and make it relevant in the world of sport. U by Kotex Sport Ultrathins are the first product of its kind in Australia, and our task was to communicate this product difference.
To do this, we developed a unique look and feel using visual language typically associated with sport - high-energy poses, high contrast imagery and bold neon colours from the brand palette. This visual style was carried through all touch points from interface design to the costumes and editing style of the brand ads.
User Experience
The #OneMore Spotify playlist is designed as a utility specifically for mobile, enabling our target audience to listen to it during their workout. To go with the playlist, we simplified the sample request form to encourage women to trial the product.
The Campaign has only been live since the 22nd of May 2016 . As of five weeks, the results show over 400 Spotify playlists downloaded and nearly 4,000 product samples requested online. The two 15” videos are performing well above industry standard with a completion rate of 90%, this demonstrates that the content is highly engaging and interactive. Media support will run into December 2016, at these early stages we are seeing great performance and will continue to build on this by optimising media placements and UX moving forward.
Marketing - Branded Experience
This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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