In April 2017, Kotex wished to strengthen its #2 position in the feminine care category in Singapore, with the launch of its new Overnight Panties. The product, a pull-up solution to replace the longest competitive sanitary pad, was a category breakthrough. Its Fort Knox like features made it ideal for heavy flow nights, an unmet need.

With proven success at launch in other markets, we believed this launch would enable our struggling challenger brand to consolidate its position. But the core target audience – young 18-24 year old, fashion-forward women – disagreed. Violently. They rejected the product in pre-launch usage tests and ensuing qualitative research. Despite remarkable functionality, they wouldn’t use it because it felt like an adult diaper. We had failed them on desirability, our trademark appeal in a category shopped for on autopilot. We had to turn this opinion around, and generate 5,000 sample requests in the process.

The campaign ran for 4.5 weeks. On a shoestring media and production budget of $60,000, we created, the following content that led to sample requests on our website:

3 videos - 1 teaser, 1 launch and 1 midway refresh.

4 social posts - 2 contest posts, 1 FAQ post and 1 post driving to e-commerce.

The videos were published organically on Kotex’s and Naomi’s social channels – Facebook, Instagram and YouTube. They were only boosted for mobile targeting. The social posts were boosted once on the brand’s pages. Naomi’s social pages mirrored the posts, but weren’t boosted.

During the course of the campaign we found the audience’s interest in the product had grown, so we created a post to drive traffic to the FAQs page on our website. In the last week, having shot well past our sampling targets, we changed the sampling link to lead to e-commerce instead.