U by Kotex: Black Community PMP

U by Kotex, a feminine hygiene brand, created a specifically designed Black Community Private Marketplace (PMP) to support the Black community in the USA.

Campaign details

Brand: U by Kotex, Kimberly ClarkAgency: Mindshare New York

Strategy

Objective

Seventy-three percent of Americans support the Black Lives Matter movement. Yet stories about the BLM movement, the murder of George Floyd, and the everyday experiences of Black people are regularly (even if unintentionally) being censored in the media.

How? Advertisers use keyword exclusion lists to ensure that their brands don't appear alongside content that doesn't align with their values, or show up alongside stories where an ad may seem out of place. But this has unintentionally led to a lack of financial support for...

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