When U by Kotex wanted to connect with millennial girls, we knew a traditional media buy would not suffice. Sure they watched TV and consumed traditional media, but there was nothing traditional about the way they were doing it. For millennial girls who switch seamlessly from screen to screen to keep up on the latest gossip, news and entertainment, their content is online. In fact, 67% of Millennials said digital delivers content they can relate to. And we wanted them to see U by Kotex as a brand they could relate to. So we created a 36-episode online series that aligned with our target’s trending interests and let the brand take a back seat. Branding was subtle and only revealed once girls had become engaged with the content. But the fit was so intrinsic that fans applauded U by Kotex for doing something so unique and relevant.