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
B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]
The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]
On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]
JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]
Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]
PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]