Kotex: Sisterhood

Kotex, a menstrual hygiene product brand, increased its brand power and market share in Russia by using vKontakte, a Russian social networking service.

Campaign details

Brand: KotexBrand owner: Kimberly-ClarkEntrant company: Mindshare, MoscowMedia: Mindshare, Moscow / Mail.Ru Group, MoscowMarket: Russian FederationSector: Feminine hygieneMedia channels: Mobile & apps, Sales promotion, Social media, Television, Voice, chatbotsBudget: 500k - 1 million

Executive summary

Kotex entered Russian market later than competitors and was the 4th in market share and the 4th in brand power for 20+ years.

Mass communication in Russia is limited by taboos and biases on menstruation and around it topics, therefore communication is generic and similar across brands.

Kotex braked...

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