Her Voice Blog

As a public relations firm that specializes in marketing to women, we notice when brands reach out to female audiences in unique and innovative ways. Kotex, a leader in the feminine hygiene market, recently launched a campaign to engage female consumers in its Middle Eastern markets.

Kotex and its parent company Kimberley-Clark created a new marketing campaign, in conjunction with Women's Inspiration Day, using social media platforms of Pinterest and Twitter to give women a forum to talk about the products they use as well as their habits and attitudes toward the brand.” (via Ayelet Hargash, cluster marketing director for Kimberly-Clark’s adult and feminine care brands).

A main goal was seeking ways to promote Kotex Designs, a series of products with colorful decorations on them. The Kotex team worked with an agency and decided on Pinterest because of its status as "a platform populated with a lot of women freely expressing themselves through design every day."

Kotex didn't promote the campaign outside of Pinterest, but through providing users with a specially chosen gift and asking that they re-pin in order to receive it, the brand netted nearly 7,000 total impressions from the campaign. Not only did the gift recipients pin photos of their gifts, they also posted photos on Facebook, tweeted, posted on Instagram and blogs. Nearly everyone who got a gift posted somewhere online about it, to the tune of 2,284 total interactions.

FletcherPR is a national communications firm that specializes in reaching women through the power of media. Headquartered in Knoxville, TN with staff in Nashville & Los Angeles, we are a full-service agency providing strategic public relations, social media and marketing communications services to our clients throughout the U.S.