K-C Wants Girls to Be in the Know

Neenah, Wis. — Kimberly-Clark continued to build brand awareness for its U by Kotex feminine care product in January by launching Generation Know, a multifaceted program designed to educate girls about vaginal health and wellness. An extension of the existing brand promise, the program combines in-store, online and social elements to educate consumers and redirect them to U by Kotex."We're still a fairly young brand, and we've seen growth year over year," says Lauren Kren, U by Kotex brand manager. "We also have a brand that's really resonating with our target – girls 14 to 22 years old – during that point in a girl's life when she's starting to experiment with products, becoming loyal to a brand."While moms are the principal purchaser of the brand, girls are the campaign's target. "We know that younger girls are identifying with our brand and product, and influencing what mom picks up at the store," Kren says.The campaign centers around an online community at GenerationKnow.com, where girls can get facts, interact with each other and experts, and get coupons. According to a poll by Harris Interactive, 51% of girls say it's hard to separate myths from facts when it comes to vaginal health. "We discovered that girls were hungry for that knowledge," says Kren.Girls who register at the site receive a free Generation Know bracelet they can wear to symbolize their commitment to learning about their bodies and sharing information. Approximately 250,000 bracelets were shipped in the first three weeks of the campaign. The bracelets can be shipped but are also available via in-store displays.In-store components include specially marked packages of U by Kotex products that promote a sweepstakes. On-pack stickers feature a QR code that takes smartphone users who scan it to a mobile site to enter. For every specially marked package of Kotex products purchased through May 2013, girls will have the chance to win up to $5,000 toward their education. This is the first time U by Kotex has created limited-edition packages for a commercial program.Customized programs with retailers all tie into the "Join the Generation Know message" and drive awareness to the need for girls to educate themselves. There is strong display activity across mass, drug and several grocery accounts, Kren says.The Walmart program includes custom packages with Generation Know graphics. An Instagram contest creates pre-store awareness. Consumers post pictures to Instagram showing how they are inspiring themselves and their peers, tagging with #GetInTheKnow, in order to drive awareness of the campaign. Select winners will receive an "inspirational pack" of goodies relevant to girls.The Walgreens program drives online engagement through an educational quiz. (See "Kotex Lets Walgreens Know" in Related Articles.) Girls are asked to answer myth or fact questions for a chance to win prizes ranging from Apple computers to Walgreens gift cards. The partners drive awareness through Facebook ads and a MaxPoint Interactive ad platform.At Target, displays include custom cosmetic bags with free product samples and the Generation Know bracelet.Dollar General chose to address its shoppers' interests in country music. For joining Generation Know, girls have a chance to win two tickets to a Sara Evans concert. (See "Kotex, Dollar General..." in Related Articles.)U by Kotex has extended its partnership with Girls For A Change, a national nonprofit that empowers girls to create change within their communities by creating educational training events and Generation Know Action and Girl Ambassador Teams, who will lead social change projects within their communities. For every girl who joins, U by Kotex will make a donation to Girls For A Change.Kimberly-Clark is supporting the program with TV spots and a series of online mini-documentaries. The brand has media buys with E!, MTV, CW, Fox and in syndication with "Wendy Williams." Online buys include Glam, SpinMedia (formerly BuzzMedia), WebMD and Oovoo.The following agencies handled elements: New York-based Ogilvy & Mather, advertising; New York-based Mindshare, media buying and partnerships; San Francisco-based Organic, digital; OgilvyAction, sampling; and New York-based Marina Maher Communications, public relations.

K-C Wants Girls to Be in the Know

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