Kotex’s Pinterest campaign draws nearly 700,000 impressions

The feminine-care brand is giving gifts to Pinterest users and using a welcome-to-reality tone on Twitter to make people more comfortable talking about tampons.

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Take Kotex, maker of tampons, maxi-pads, and panty liners. People can be a little uncomfortable chatting with their online pals about those sorts of things, because they’re exceedingly personal. It’s not quite the same as tweeting about some new shoes or your favorite soda.

So the company had to get creative, with an innovative way of appealing to Pinterest users in Israel and a Twitter account that isn’t afraid of straight talk.

Giving gifts

In Israel, Kotex isn’t as well known as it is in the United States, so the brand’s parent company, Kimberley-Clark, had to look for something that broke the mold to celebrate Women’s Inspiration Day.

“We looked for a unique and unconventional activity that will encourage Israeli women to talk about the products and rethink their habits and attitude toward the brand,” says Ayelet Hargash, cluster marketing director for Kimberly-Clark’s adult and feminine care brands.

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