Situation:

Since the day Kotex entered the Turkish market, it has been aiming to take women in Turkey forward with a brand positioning that challenges the conventional rules. With its innovations, bold attitude and activations that support women, Kotex has strongly maintained its 2nd position in the market as a brand that supports women's courageous progress not only during menstrual periods but in all areas of life.

Objectives:

A. Measurable Work,

To increase our market share, which declined to 21% in the first quarter, to 26% by 2023 November, which was our highest value in 2022 November.

B. Behavioural,

Increasing the I would consider buying Kotex brand (consideration) score of the audience who saw the advert by +10 points

C. Perceptual/Attitudinal,

To ensure that Kotex achieves significant increases in image values with the effect of the communication made.

We collected applications from 8200 women from all corners of Turkey; mothers whose families were abandoned by their husbands, those who were subjected to violence, those who were afraid of the sea, and those who told us with videos that they could never feel their souls free. 100 women from different cities were trained by sailor and national athlete Murat Tan. 100 women took 37 starts in 16 races. She raced for 250 hours and won 13 trophies. The story of the project and the girls was turned into a documentary. In cooperation with BluTV, it was turned into a documentary with the discourse of the challenge of the Republic, as it coincided with the 100th anniversary celebrations of the Republic. Mor ve Ötesi composed a special song for the documentary and this song was used in all communications.

Kotex had demonstrated what women could do in a male-dominated field by supporting women's football with the Women on the Field project in Turkey.The challenging effects of 2023 and the fact that women felt they were falling backwards instead of moving forward showed that we needed to do a radical project.We had to choose a field that would reveal our challenging spirit.We decided that doing a project in the field of sailing,which is identified with challenging nature and owned by men due to the challenging conditions of sailing, would bring us to our goal.We aimed to make women resilient in life by taking the difficulty to the next level, encouraging women who have never seen the sea in their lives and who have disadvantaged conditions to do it.Our goal was to make this communication proof of how women can survive in all conditions and can do anything if they want.

From every corner of Turkey;We collected applications from 8200 women,sometimes from a young woman who has never had a home other than a tent in her life,to a woman who has never left her room, from mothers whose families have been abandoned by their husbands, from those who have been subjected to violence, from those who have a fear of the sea, and who have told us through videos that they have never felt free in their souls.

100 selected women received training from sailor-national athlete Murat Tan. She has made 37 starts in 16 races throughout 2023. She raced 250 hours. She traveled 1200 miles. She won 13 trophies. The story of the project and the girls was turned into a documentary. In cooperation with BluTV, it was turned into a documentary with the discourse of the Republic's challenge,as it coincided with the 100th Anniversary celebrations of the Republic.

We increased our market share from 22.6% to 28.9%, becoming the market leader in the Turkish market for the first time.We increased the I would consider buying Kotex score of the audience who saw the advert by +11 points.According to the Campaign Effectiveness research we conducted with Kantar, the values of those who watched the advert significantly increased compared to their values before watching:

Inspires me: +41 points

Understands me as a woman:+31 points

Breaks down negative perceptions about menstruation:+30 points

Instils confidence in you to be your best:+30 points

With the impact of the communication, we achieved our goal of increasing the brand's emotional bond score with +15 points.

We conveyed the power of women to change society to many people with a total of 436 reflections, including 28 repetitions on 12 TV channels, 56 print media, 352 online. We achieved 202,756,856 impressions and 13,698,420 engagements in all media.