U BY KOTEX® CAMPAIGN SPOTLIGHT

With U, She Can—U by Kotex® Helps Break the Cycle of Period Poverty

49%

New U By Kotex® CVS Shoppers¹

3.4%

Increase in Walgreens Sales²

1M+

Pads Donated from CVS & Walgreen Programs

13.6M+

Social Impressions

— 01 The Opportunity

The “With U, She Can” campaign leveraged influencers, paid media and retail-level promotions to drive awareness, education and action around period poverty. The brand partnered with The Alliance for Period Supplies to distribute essential menstrual hygiene products through matched donations—empowering consumers to drive a direct impact with qualifying purchases.

— 02 The Creators

To successfully reach their target audience and drive results, U by Kotex® turned to a series of hand-chosen
relatable content creators that focused on women’s health and empowerment issues.

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@LAURENELYCE

Providing the everyday woman with curated wellness & lifestyle stories, Lauren Elyce champions body positivity and women's health to her followers.

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@MOMLIFE&MONIQUE

Monique is a woman whose personal experiences with religious stigmas around periods fuel her female health and social justice conversations.

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@RIE_DEFINED

A medical professional whose mother escaped civil war in Sierra Leone, Marie is passionate about supporting women’s reproductive health in third-world countries.

— 03 The Solution

Leveraging trends from Quotient Social Platform, vetted, hand-chosen content creators each developed short-form social posts to highlight the campaign, underscoring the important issue of period poverty and how their audiences could easily take direct action to help the cause.

To amplify the reach of these important voices, U by Kotex® leveraged strategic paid social ads to get the word out even further. Vibrant, data-driven ad creative was produced for each respective retailer and then delivered to a precise audience. The campaign further incentivized consumers with value-focused messaging with a national promotion offer through the store circular to keep U by Kotex® top of mind at the point-of-purchase.

This campaign resulted in 1.6 million pads donated to the Alliance for Period Supplies

— 04 The Results

The targeted social campaigns for CVS and Walgreens demonstrated the resoundingly positive response to U by Kotex® social cause brand focus, with delivered a total of 13.6 million impressions, with the targeted audience most present on Instagram and Facebook.

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Data Source 1: In the month of August 2021 at CVS compared to the previous 52-week period. | Data Source 2: During the month of June at Walgreens compared to the previous month.