COLLEGIATE EFFIE AWARDS COMPETITION ENTRY FORM

U by Kotex Brand
COLLEGIATE EFFIE BRAND CHALLENGE
[Entry ID #
here.]"

330632 Every Day, Just Not All Day

THE U BY KOTEX BRAND CHALLENGE

For the 2014 Collegiate Effie Awards competition, your challenge is to create a strategy for the U by Kotex brand that gets
women ages 18-30 to use panty liners every day.
WHAT DO WE WANT YOU TO DO?
As a segment of the feminine care category, panty liners have an undefined role in American womens lives. Some women
use them at the tail end of their period, or to provide a little extra insurance with a tampon, while a big segment never uses
them or doesnt know about them. U by Kotex has a big ambition make our Barely There liners part of womens
everyday cleanliness routine. Using a liner daily is the norm in many countries, but in the U.S. using the product for
vaginal discharge and wetness is a topic that no one wants to talk about. As a challenger brand that embraces defying
general taboos and off-limit topics, we want you to help us take this on, by normalizing product usage for
discharge/wetness and frame daily protection as a true need for our audience.
WHO DO WE WANT YOU TO INFLUENCE?
As a brand with a foundation of category-challenging design and communications, we target women ages 18-30 who are
forward-thinking and stylish, who have a holistic to look the best, you have to feel the best approach to personal care. She
might not think much (or at all) about liners, but she does keep up with personal care trends and news. Shes invested in
being educated about her body, and wants to look and feel her best at all times. However, right now, she simply doesnt
associate any particular product with dealing with vaginal discharge and wetness, even though it can truly be an annoying
part of the day. She also probably doesnt know how thin and unobtrusive U by Kotex liners truly are and is more likely to
compare it to a period pad than anything else.
WHAT DO WE EXPECT TO SEE?
All media channels are available, but keep in mind digital and social are integral parts of our young womans day. We want
to be where you and your friends are. Think about cool brand experiences you have had- new ways you watch TV, what you
are doing while you watch shows, how youre sharing your favorite brands with your friends, etc. Be sure to approach this
as a full campaign rollout with a big idea that threads your executions/tactics together. However you decide to bring
your idea to life, please make sure to include:

At least two social media executions

An engaging sampling method that would get young women to want and try the liners
Budget: $10MM

Duration: 6 Months

INSTRUCTIONS: The entry from is divided into three sections: Strategic Communications Challenge & Objectives, Idea &
Execution, and Measurement Methodology. Including this cover page, you have up to 4 pages to tell your story. You
must include this cover page. Do not delete instructions; they serve as a guide for both entrants and judges. Each section
must be thoroughly addressed. Be sure to be as concise as possible. Answers must be in black 10-point font or higher
(charts/graphs can be in color). All data, claims and facts must include a specific, verifiable source.

1.

STRATEGIC COMMUNICATIONS & OBJECTIVES

2014 COLLEGIATE EFFIE U by Kotex BRAND CHALLENGE

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COLLEGIATE EFFIE AWARDS COMPETITION ENTRY FORM

U by Kotex Brand
COLLEGIATE EFFIE BRAND CHALLENGE
a.
b.
c.

Provide information on the category, marketplace, company, competitive environment, and/or the
product/service that created your challenge and your response to it. What are the specific challenges
and opportunities that the U by Kotex brand faces? Be sure to provide competitive context.
Target Audience Insight - Provide a clear definition and insight into your target audience. Include
demographics/attitudinal/behavioral/media consumption habits.
Objectives and Key Performance Indicators (KPIs) Your entry may have one or all of the
following objectives: A. Business, B. Behavioral, and/or C. Perceptual/Attitudinal. Give specific goals
and relate them to your target audience. State specific objectives for all of these that apply to your case
and the tools you plan to use to measure each objective. Provide a % or # and time frame for all
objectives. Explain why these objectives are important for the brand.

U"by"Kotex"sales"have"been"on"the"rise"ever"since"this"bold"brand"emerged"on"shelves"in"March"of"2010."In"fact,"in"
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the"last"four"years,"U"by"Kotex"has"achieved"7%"market"share"of"the"$2.6"billion"feminine"protection"category ."
2
Tampons,"this"brands"leading"seller,"have"remained"the"most"popular"product"with"a"share"increase"of"5.2% ."
Barely"There"liners,"the"focus"of"this"challenge,"dont"get"the"same"attention"as"tampons,"likely"due"to"the"fact"
that"tampons"own"a"higher"share"of"feminine"care"market"verses"liners"smaller"share.""
"

While"U"by"Kotex"brand"sales"continue"to"rise,"the"feminine;care"liners"segment"is"highly"competitive."Because"
most"women"limit"liner"use"to"their"periods"for"a"little"extra"protection"when"necessary,"they"buy"less"frequently"
3
and"arent"as"loyal"to"a"particular"brand ."Always,"the"top"competitor"to"U"by"Kotex,"has"an"advantage"because"
4
women"associate"liners"with"Always ."Unlike"U"by"Kotex"whose"product"line"includes"tampons,"Always"focuses"
solely"on"pads"and"liners.""
"

Women"associate"liners"with"their"periods;"they"simply"don't"consider"that"liners"can"be"worn"as"proactive"
protection"because"they"just"dont"know"about"the"benefits."In"our"research,"we"asked"women"to"wear"Barely"
There"liners"all"day"and"record"their"impressions."We"discovered"that"there"were"occasions"when"women"felt"
uncomfortable."Times"when,"because"of"nerves,"environment"or"just"simply"because"theyre"women,"they"got"cold"
and"wet"down"there."But,"and"this"response"was"unanimous,"when"wearing"a"Barely"There"liner,"women"realized"
they"no"longer"felt"this"discomfort."So"we"wondered,"could"we"protect"women"from"the"cold"and"wet"feeling"down"
below?""
"
We"need"to"break"away"from"preconceived"notions"about"panty"liners,"in"order"to"convince"women"that,"by"using"
liners,"they"no"longer"have"to"feel"cold"and"wet"down"there"during"certain"time"frames"throughout"the"day."
"

The"trendGsetting"consumer.!Between"the"ages"of"18"and"30,"this"confident"woman"knows"what"she"wants"out"of"
life."She"feels"comfortable"in"the"decisions"she"makes"about"her"wellbeing"and"care."Although"she"sticks"to"a"usual"
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care"routine,"she"is"open"and"willing"to"try"new"things"if"she"truly"believes"they"will"benefit"her .""While"our"18""30;
year;old"target"encompasses"many"stages"of"life,"they"all"share"the"same"feel"your"best,"look"your"best"mentality."
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Practicality"is"a"top"priority"for"this"woman,"and"the"more"informed"she"is"the"more"confident"she"feels ."As"an"
active"social"media"user,"she"gets"the"majority"of"her"information"online."She"allows"the"opinions"of"her"friends"and"

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"http://www.brandchannel.com/home/post/2013/01/21/Kimberly;Clark;U;By;Kotex;012113.aspx"
"http://adage.com/article/print;edition/u;kotex;america;s;hottest;brands;2010/147067/"
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"http://store.mintel.com/feminine;hygiene;and;sanitary;protection;products;us;may;2013"
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"Research:"Survey"
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"http://www.greenbook.org/marketing;research/millennial;cause;study"
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"Research:"Interviews"
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2014 COLLEGIATE EFFIE U by Kotex BRAND CHALLENGE

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COLLEGIATE EFFIE AWARDS COMPETITION ENTRY FORM

U by Kotex Brand
COLLEGIATE EFFIE BRAND CHALLENGE
family"to"shape"her"purchasing"decisions."This"woman"is"confident"being"a"trend;setter.""
"
Objectives:""From"our"survey"and"secondary"research"we"discovered"that"our"target"is"not"brand"loyal"when"it"
comes"to"panty"liners"because"of"infrequent"use"and"purchase.""
1. Increase(loyalty(to(U(by(Kotex(Barely(There(liners(within(our(target(market(by(10%(in(2(years(time"
Our"target"feels"its"not"necessary"to"wear"a"panty"liner"outside"of"her"period."Our"research"showed"that,"when"
women"were"given"the"opportunity"to"wear"a"liner,"they"FELT"the"benefits"for"themselves.""
" 2. Increase(conversations(about(Barely(There(liners(use(outside(of(periods(by(10%(in(one(years(time.((
.

2.

IDEA & EXECUTION

a.

What is your big idea? State in one bold sentence (so clear to judges). What is the core idea that will
drive your effort (lead your communications strategy)? This should not be an execution or a tagline.

b.

Describe what led to your idea Explain how it originated and how the big idea addressed the
challenge. How was your idea driven by target-audience insight, media-channel insight, environment
insight, timing opportunity or other insight? Detail any research that led to the insight or validated it.
How will you bring the idea to life (Execution)? Describe and provide rationale for your
communications strategy that brings the idea to life. Explain the three main media channels you
selected and why you selected them. Efforts must include at least two social media or emerging media
executions. Demonstrate how your creative executions address the challenge. How do your creative
and media strategies work together to reach your target audience?
Budget allocation: List the main communications touch points for your effort and estimate the
percentage (%) of the total budget that would be allocated to each. (See communications touch point
diagram on page 6 of the entry kit). *You must show visual examples of the creative elements for the main media

c.

d.

channels on the 4-minute creative reel*

Our(big(idea(is(to(be(blunt(about(the(wet(and(cold(situations(that(can(happen(any(day(or(every(day.(Well"put"
the"benefit"of"a"U"by"Kotex"Barely"There"liner"center"stage,"by"highlighting"situations"where"the"liner"offers"
protection"from"that"wet,"cold"feeling"women"have"come"to"expect"and"accept."(
(
While"it"is"not"the"norm"to"wear"a"panty"liner"daily,"women"think"its"the"norm"to"feel"wet"and"cold"sometimes."
Either"at"the"gym,"sitting"at"the"office"all"day"or"giving"a"nerve;wracking"presentation"sometimes"unexpected"
dampness"occurs."In"our"research"we"discovered"women"dislike"this"feeling"but"have"accepted"that"this"is"just"part"
of"being"a"woman."They"are"unaware"that"a"liner"can"prevent"this"uncomfortable"wetness"if"worn"outside"their"
periods."As"one"woman"said"in"our"interviews,"I"dont"feel"its"necessary"to"wear"all"the"time."Because"our"target"
is"willing"to"try"new"care"routines,"to"make"sure"she"is"feeling"her"best,"we"need"to"tell"her"that"there"are"certain"
everyday"situations"where"Barely"There"panty"liners"can"help"her"alleviate"that"cold"and"wet"feeling"shes"come"to"
expect."Well"tell"our"target"about"the"benefits"of"wearing"Barely"There"liners"every(day;(but(not(all(day."
"
To"bring"our"big"idea"to"life,"we"must"start"the"conversation"for"our"trendGsetting"consumer."Due"to"the"typically"
taboo"nature"of"this"topic,"we"decided"to"be"as"outgoing"and"bold"as"the"women"who"would"be"hearing"our"
message,"by"using"tell;it;like;it;is"young"female"comedians."These"hilarious"comedians"will"discuss"times"when"it"is"
essential"to"use"a"specific"hygiene"product;"i.e."deodorant"at"the"gym,"forgetting"to"shave"your"legs"before"a"big"
date,"etc.""This"will"then"transition"into"the"importance"of"never"forgetting"your"panty"liner,"highlighting"the"idea"
that"Barely"There"liners"should"be"every"day."
"
A"YouTube"video"will"start"off"the"campaign."This"video"will"highlight"situations"when"certain"personal"hygiene"
products"are"a"must."Outspoken"female"comedians"will"discuss"potentially"uncomfortable"scenarios"in"an"
2014 COLLEGIATE EFFIE U by Kotex BRAND CHALLENGE

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COLLEGIATE EFFIE AWARDS COMPETITION ENTRY FORM

U by Kotex Brand
COLLEGIATE EFFIE BRAND CHALLENGE
unscripted"humor;driven"skit,"discussing"an"embarrassing"time"when"they"forgot"to"use"a"certain"hygiene"product."
This"ballsy"skit"demonstrates"scenarios"of"when"wearing"a"Barely"There"liner"is"a"necessity."The"video"will"be"posted"
on"all"U"by"Kotex"social"media"platforms.""
"
The"U"by"Kotex"Twitter"account"will"feature"five"Twitter"campaigns,"each"resulting"in"a"TweetUp"event"in"major"
cities"around"the"country."A"week"prior"to"each"TweetUp,"tweets"will"be"posted"to"start"engaging"the"target"to"
create"buzz"about"the"event"titled"One"Woman,"One"Uncomfortable"Topic."The"hashtag"#UBKEveryday"will"be"used"
in"every"tweet"to"track"engagement"surrounding"the"event."Twitter"followers"of"the"UBK"account"who"use"
#UBKeveryday"will"be"selected"to"receive"product"samples"and"coupons."The"entire"event"is"focused"on"the"idea"
that"women"understand"women."Young,"outspoken"and"off;the;wall"female"comedians,"such"as"Amy"Schumer,"will"
headline"these"events,"poking"fun"at"the"wet"and"cold"feeling"all"women"experience"from"time"to"time."Every"
woman"at"the"event"also"will"receive"samples"and"coupons"in"a"small"goodie"bag,"labeled"as"her"Protection"
Against"the"Dreaded"Wet"and"Cold.""
"
From"our"research"we"found"our"target"to"be"open"to"trying"new"things,"and"once"she"tried"UBK"liners"she"felt"the"
difference."An"informative"direct"mailer"will"be"sent"to"women"ages"18""30"who"live"in"the"surrounding"areas"of"
target"cities,"based"on"high"populations"of"women."Each"piece"of"mail"will"include"a"sample"Barely"There"liner"and"a"
coupon,"giving"women"the"opportunity"to"feel"the"benefits"for"themselves."This"more"informative"approach,"still"
using"a"bold"tone,"speaks"directly"to"these"women."Each"direct"mailer"will"speak"to"the"idea"of"being"proactive"in"
your"care"downstairs."
(14%(budget)(Social(Networking(Sites((((((((((((((((((((((((18%(budget)(Events((((((((((((((((((((((68%(budget)(Direct(Mail"
3.

MEASUREMENT METHODOLOGY: How will you measure the success of your effort?
a.

b.
c.
d.

Detail what results you think would be achieved by the effort and how you will measure its success.
Identify the measurement methodology that will be used to determine results. Refer to
your Strategic Challenge & Objectives. Make sure you address every objective. Indicate why the
results you expect are significant in the context of your research (remember to source all
research).
What are your pre/post measurable benchmarks?
What are the potential positive/negative outcomes?
Be sure to include any feedback you received from testing your creative work among focus groups.

1. Increase(loyalty(to(U(by(Kotex(Barely(There(liners(within(our(target(market(by(10%(in(2(years(time"
In"order"to"measure"loyalty,"we"will"view"share"of"requirements."This"will"tell"us"how"many"brand"purchases"were"
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made"verses"the"total"category"purchases"by"U"by"Kotex"buyers ."By"using"share"of"wallet,"U"by"Kotex"can"track"the"
share"of"purchase"in"the"liners"category"amongst"customers"who"have"already"bought"the"product.""
1. Increase(conversations(about(Barely(There(liners(use(outside(of(periods(by(10%(in(one(years(time.("
This"objective"will"be"measured"through"U"by"Kotex"social"media"platforms."An"increase"in"the"number"of"followers,""
retweets"and"likes"will"be"tracked"along"with"the"frequency"of"how"often"U"by"Kotex"is"tagged"in"each"platform.""
Coupon"redemption"rates"also"will"help"us"track"this"goal."
"
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"http://www.greenbook.org/marketing;research/millennial;cause;study"
2014 COLLEGIATE EFFIE U by Kotex BRAND CHALLENGE

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