U BY KOTEX
COMMUNICATIONS & CREATIVE STRATEGY
When U by Kotex decided to relaunch their education programme to build brand loyalty among the youth market (and their teachers), they turned to bgb to provide the high impact and educational credibility they needed.
The previous U by Kotex education programme had been long neglected and consequently sporadically used by teachers. As a key tool to drive awareness among girls 11-14 years of age, bgb were asked to relaunch the programme to ensure it had appeal and relevance to deliver results for both teachers and students. We delivered a contemporary, fun, school syllabus-based learning experience that has since delivered over 631,000 samples to girls at the point of market entry.
Intelligent, appealing + ethical youth market targeting
bgb set up a dialogue with the relevant education departments and stakeholders to develop a teaching approach grounded in the school syllabus. We then created and produced the new education programme, ‘What’s Happening to U?’ – a catchy name relevant for both the topic and the brand. ‘What’s Happening to U?’ consists of multimedia interactive teaching tools and a teacher specific web site to both learn more and order the programme and accompanying U by Kotex samples. The programme makes personal development fun to learn and a pleasure to teach, while providing the U by Kotex brand with unparalleled exposure and credibility.
Results with impact
207,240 student sample packs were distributed to female students aged 11-14 in the launch year alone, smashing the 180,000 samples target. Since the relaunch, a total of 631,240 samples have been distributed through the programme and over 7,800 teachers have been reached at more than 7,085 schools across Australia. 95% of responding surveyed teachers rated the programme Very Good or Excellent, and 77% of respondent teachers forwarded the programme to a colleague.