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Group745
Group745
Group745
Group745
Group745
Group745

Carmilla

27/05/2015
Advertising Agency
New York, USA
4
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Credits
Brand
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.
About VML Worldwide

VML is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Intel, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, which name WPP as a “Leader” in Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 30,000 talented people across 60-plus markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney. 


VML is a WPP agency (NYSE: WPP).