Kimberly-Clark’s fem care brand U By Kotex has unveiled a new campaign for Sport Ultrathins to educate women that the product is Australia’s only liner designed specifically for sport, thereby allowing them to push their workout to the max even if they have their period.
The campaign includes a unique partnership with digital music service Spotify where people can create a #onemore playlist to help them get in the zone and ramp up their workout. Developed by The White Agency, the Spotify app for Sport Ultrathins saw White refine the existing Spotify system to deliver a uniquely tailored playlist for the user.
“The Sport Ultrathins Spotify app allows users to enter their favourite workout song and the tempo they want. Then based on those parameters we generate a playlist tailored to their workout,” explained Mitch Seeto, associate creative director, The White Agency.
A raft of additional marketing assets have also been created by The White Agency to support the campaign, including: a dedicated hub page on the brand’s website along with two 15” videos that feature on the site; a social media campaign; digital banners; a 10” brand ad that runs in Anytime Fitness gyms across Australia; and a consumer promotion. The media strategy for the campaign has been developed by Mindshare.
“Our research shows that women don’t really push themselves when exercising when they have their period for fear that their feminine hygiene product will fail them during the workout,” said Philippa Gagg, brand manager, Kimberly-Clark.
“We’ve therefore focused on developing a digitally-led campaign, as that’s where our target consumer lives, that alleviates these fears and puts the fun back into a hard work-out.”
Agency: The White Agency
Creative Director: Mike Barry
Associate Creative Director: Mitch Seeto
Senior Art Director: Isabel Matias
Junior Art Director: Ellie Bennett
Client Service: Carla West
Project Management: Brittany James & Elle Hadshar
Community Manager: Bianca Li Donni
Tech Developers: Yoann Bernex & Nicholas Makhija
UX: James Winchester
In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]
A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.
Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.
Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts. With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]
In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]
Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]
Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]
Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]