Nature of Campaign: Riding on the coattails of social media

 

Objectives: 

The objectives are to continue the engagement with customers and the online community to build brand resonance. These social media platforms also act as an avenue for customers to be kept updated with Kotex’s latest offerings and the ‘Glow with the Flow’ campaign

 

Strategy:

The last phase of our brand strategy implementation serves as a nice round-up to the previous phases. The focus here is to continue engaging the brand with customers, so as to maintain brand presence in customer’s consideration sets. We will do this through active presence on social media platforms. This strategy addresses gaps #7 & #8 identified in assignment 4. The usage of social media and our recommended activities for these platforms below are targeted at building attitudinal attachment and sense of community with Kotex. This strategy also aims to address the lack of social approval when women are seen with pads (or Kotex’s pads). Our goal is to build an online presence that is talked about often in the hope that gradually, the topic of pads would not be a taboo topic, but one that resonates with the idea that a woman is at her best when she is being herself.

 

Facebook Page:

We recommend that Kotex have a Facebook page solely for its Singaporean market. The name of the Facebook page is proposed to be titled ‘Kotex Singapore’. The purpose of the page is to continue the ‘Glow with the Flow’ campaign, which is the essence of Kotex’s new positioning. In this aspect, we recommend that Kotex post tips on exercising, targeting body wellness. This is because exercising has proven to be an effective way of reducing menstrual cramps for females. As our brand is about advocating women to ‘let it out, not keep it in’, we are about encouraging women to not be afraid to tell people that they are having their period. At the same time, we see ourselves as a brand that plays a role in spurring women on to keep improving themselves, whether physically through betterment of their health, or mentally through self-confidence. As such, we will also be holding fortnightly contests that encourage women to exercise. Termed as the ‘Natural Glow Contest’, fans of Kotex’s Facebook page are able to stand a chance to win prizes such as a month’s worth of gym membership, yoga, pilates, dance classes etc, if they upload a photo of themselves exercising with a friend and use the hashtag #kotexglow. The winners can be determined by the number of likes they garner for their picture. This will help to increase awareness of Kotex’s marketing efforts and its cause in encouraging women to live a healthy lifestyle by exercising.

 

Apart from encouraging women to exercise, we will also post tips on feminine hygiene, how to keep the pain away, and aspiration quotes that encourage them to make the most out of each day. These posts will form the bulk of our content on Facebook.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Instagram:

We also recommend that Kotex set up an Instagram account to connect with the hippie crowd that Instagram users are often associated with. The ‘Natural Glow Contest’ can also be extended to Instagram, in which case, the details of the contest are similar to what is mentioned above.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Link to CBBE & Segments:

 

Through social media engagement and web presence, it builds brand resonance amongst Kotex existing customers, retaining their loyalty and value to the firm. It also has the potential to build brand resonance and brand salience amongst potential customers who are not loyals to other competitors’ brands. In particular, through social media efforts, we wish to further engage the cycle buyers, as identified in assignment #3, who have a high role of brand and buys consistent amounts of pads monthly. Through this social media initiative, we also aim to draw in the urgent needs and independent stockpilers segments by attracting them with the thought that pride and social approval is not impossible when a pad gets involved in a conversation.