How Kotex Got Almost 700,000 Impressions with their Pinterest Campaign

In the past few years, Pinterest has been the protagonist of a real-life international explosion, a phenomenon with incredible numbers constantly growing worldwide. The steady growth of their users, combined with the social media’s careful attention to what is now clearly a new platform of communication, has led many brands to explore and take advantage of this viral sensation. Kotex, a famous feminine hygiene brand owned by Kimberly-Clark, partnered with the lesser-known (at least until now) Israeli social media agency Smoyz, for the first Pinterest-based campaign that finds expression in the initiative “Women’s Inspiration Day.” The creative talents of Smoyz searched and analyzed thousands of boards of women who eagerly use the social media site, until they finally selected 50, the muses who would then become the medium itself for the campaign.

Once the “muses” were selected, they analyzed all of their boards on the website trying to find out what inspires them, after which the brand created individually personalized gift packages with the products they wanted decorating them with different styles that would capture each one’s attention. The 50 users selected to receive the packages did not have to do anything but re-pin Kotex’s original invite. How did this tactical advertising strategy go? Well, the numbers speak for themselves: 50 sent packages, 2284 interactions and almost 695 thousand impressions.

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This marketing experiment was a huge success, a buzz that then involved several other social media platforms such as Facebook and Twitter, not to mention the amount of traffic generated to the brand’s websites. Both Kotex and Smoyz did a great job at carefully taking advantage of Pinterest’s peculiarities, such as females’ natural predilection for this specific social media, which holds about 68% of female users. Their careful demographic analysis combined with the use of the website for the production of gifts that were “tailored” around the user was refreshing and original.

For quite some time now, Kotex has been conducting strong content advertising strategies, starting from their very own official site, which is home to a fairly populated online community. In fact the brand has already hosted several successful initiatives such as the campaign “Stand Up for What’s Real.” The campaign is primarily targeted at young women between the ages of 14 and 24 and it is aimed at helping women to talk about a subject that is usually viewed as taboo. Overall, this campaign certainly opens an interesting new chapter when it comes to online marketing by once again demonstrating how the dynamics of communication, thanks to the new media, are increasingly moving towards a more “tailor-made” approach.

 

– Sasha De Vecchi

6 thoughts on “How Kotex Got Almost 700,000 Impressions with their Pinterest Campaign

  1. Kotex is doing none other than being a brand trying to survive. In order for brands to thrive today, they must use social media networks such as, Pinterest, to tap into the daily lives, inspirations, and ideas of people’s inner self. Through the site of Pinterest, individuals are now being able to create a form of identity by pinning and posting photos on their board of their most innate self. Therefore creating a brand for themselves for others to perceive as their individualism. The individuals who use these certain brands are now creating the face of the brand.Utilizing what women posting associated with the Kotex brand and using these resources as strategic demographics for the success of the brand is just the beginning of this social marketing boom.

  2. It’s so fascinating to see how explosive a social networking campaign can be on a platform as relatively new as Pinterest. Kotex clearly knows its demographic, and in a generation where a girl will tweet and Instagram a photo of her Starbucks cup, it should theoretically be no problem at all for them to post a photo about a Pinterest-personalized gift from a major company like Kotex. In fact, their response proves that people will actively engage in a social campaign and endorse a brand’s image, especially when there’s something in it for them. I’m interested to see what other companies try to launch a campaign using Pinterest in the future. Though Pinterest is a medium that serves almost every niche and quirky habit, I wonder which brands would flourish from a social campaign and which ones would fall flat.

  3. This was a brilliant move by Kotex to make their brand more widespread and popular. When a brand takes initiative into their possible consumer’s interests and behaviors it will cause sales to go up. Yes, a campaign will always be in the company’s best interest, but Kotex found a way of giving back an a very individualized creative way. I am surprised that this type of campaign hasn’t been used yet, but also it makes sense because they had to wait for Pinterest to become a more popular and widely used form of social media for their campaign to be successful. This was a great decision by Kotex because it completely separated them from other feminine product brands, and has made them more interactive in their campaign process which I believe will lead to greater outcomes.

  4. All this comes to show is how powerful understanding your audience is. After reading this, I was actually surprised of how successful it was. They only made 50 boxes, an immensely minuscule number compared to the 695,000 impressions it made. Pinterest is really interesting to me because it is, relatively, new in the scheme of social media yet has become incredibly influential. I think Pinterest is so powerful due to the nature of the site. It really does feel like more of an expression of yourself than any other facebook, say twitter or instagram. Furthermore, Kotex’s ad campaign demonstrates the power of understanding your audience, but also the power of tailoring the campaign and making an effort to acknowledge the individuals in the audience.

  5. Social Networking really is the way to measure popularity and awareness now! I found it interesting that Kotex measured the impact of their 50 gifts on all the other social media sites apart from Pinterest. As I was watching the video, I thought to myself, “Yes, I would pin that… but I would LOVE to instagram it!” I’m glad their campaign was successful, but I fail to see the actual point of it. Was it to see the interactions created by the gifts? Was it to tell women to keep pinning the things they inspire them? Maybe I just missed it on the first go-round, but the desired outcome was unclear for me.

  6. In my opinion, when people typically think of using social media sites they think of Facebook, Twitter, Tumblr, or Instagram. I never would have associated Pinterest with advertising, however in hindsight it is a brilliant idea. Women can spend hours on Pinterest browsing different boards and hundreds of ideas and products get shared. It was very smart of Kotex to take that concept of sharing and then personalize for the different women. People pin tons of different things so everyone’s board vary drastically. Another site I thought of as well that these companies could use for advertising is Wanelo. You can type in the word of anything you want to buy and all those products on the site pop up. It even includes the link to where you can purchase that object. This site basically takes all online stores and pus it into one convenient site for you. Online advertising and shopping has really taken over these days, people can shop anywhere from work to class to laying in bed.

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