First we made Kita a star. We launched kitanindunyasi.com, (Kita’s World), a blog where she could talk about trends, fashion and the TV series our target cared about.Then we teamed up with Keremcem, getting Turkey’s hottest singer to write and sing a duet with Kita. We distributed the video on music channels, video sharing sites and through Keremcem’s fanclubs. Social networks drove massive coverage and delivered word of mouth.Keremcem & Kita content was distributed as posters and stickers in magazines, CDs were handed out at key teen retailers such as Claires and a karaoke game enabled girls to sing Kita’s lines. After three months, Kotex Young was launched using Kita as their brand icon, appearing in TV ads as well as magazines such as CosmoGirl and GoGirl. To amplify the relationship, Kita & Keremcem performed together live at a concert with pack sms codes required to secure tickets.

Awareness of Kita reached 64% prior to the launch of Kotex Young with 94% of the target 'liking her'. Interaction on her blog was 100% ahead of norms in Turkey and her Facebook account exceeded the maximum limit of 5,000 friends. Kita & Keremcem’s song reached No 1 in the music charts. Kita has now produced her first album and continues to successfully promote Kotex.Kotex volume share is up 30% in 2009 and rival P&G is down 9%. Kotex Young now represents 15% of the total Kotex share.