Kotex Limited Edition Teroka Lokal
Kotex’s latest collection aimed to spark pride and empower Malaysian women who missed the thrill of adventure and discovery, to embrace the sights and experiences of Malaysia with a unique travel experience, from the comfort and safety of their homes.
OUR SERVICES
- Press Materials
- Influencer Engagement
OUR OBJECTIVE
To launch unique and new limited edition designs that will appeal to the target audience
To curate an interesting collaboration and product design that will drive buzz and newsworthiness, while weaving in the concept of travel
OUR STRATEGY
To launch the latest Kotex Limited Edition and drive consideration by developing a campaign that focuses on the packaging design with the theme of “travel”, to catch the eyeballs of all Malaysian women, especially the Pre-POBA and POBAs, while subtly injecting the Kotex #SheCan values.
To create a virtual travel experience for the audience who are constrained to their homes due to the pandemic, whilst tying it to a giveback initiative to provide the opportunity for everyone to participate in the campaign.
THE CREATIVE
Leveraging on the urge to travel, we created a Teroka Lokal AR filter which allow women and girls to explore Malaysia’s best sights, from the comfort and safety of their homes.
We also set up a UGC campaign to encourage Malaysians to use the Teroka Lokal AR filter, by leveraging on the power of social media and influencers, as well as a creative collaboration with local non-governmental organisation (NGO), WOMEN:Girls.
On top of that, we also “designed” a little vacation in a bag to make the perfect Teroka Lokal holiday all from the comfort of our own home.
DELIVERY
Press Materials
We disseminated a press release to highlight the Kotex Teroka Lokal Limited Edition collection, AR filter and the creative collaboration with WOMEN:Girls
We secured 13 media coverages from main media outlets which include the likes of SAYS and World of Buzz, with a total PR value of RM327,176.
Influencer Engagement
We identified and engaged 9 lifestyle social media macro influencers according to POBA to create creative content for the campaign.
The influencers posed with the Teroka Lokal Pads in their favourite travel outfit and explained how the Teroka Lokal packaging inspires them to travel to their favourite Malaysian destinations.
The influencers also did an unboxing of the creative drops to highlight ways to have the perfect vacation from home. We also leveraged the power of social media by getting the influencers to post using IG AR filter to encourage public to also use the tool for a good cause.
On top of that, we also worked with 50 micro influencers to further amplify the campaign’s message.
Influencer engagement generated a total PR value of RM1,279,826.
Creative Drops
We created a little “vacation” at home and seeded creative drops to 23 influencers & 16 media.
We earned a total PR value of RM747,180.
Creative Collaboration
We worked with a local NGO, WOMEN:Girls to help identify B40 communities. Kotex then donated a pack of pad to the communities for every post that used the IG AR filter.
We also worked with SirapLimau & Zafigo to run a social media contest to help increase the buzz surrounding the campaign.
Creative Drop
CAMPAIGN RESULTS
Total PRV: RM1,073,356 (Earned)
Total Clippings: 140
Press Release - 13 clippings, RM 327,176
Creative Drops - 127 clippings, RM747,180
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