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Ads That Lead With the Customer's Voices

Posted by Bill Lee on December 7, 2011 at 01:03 PM

Here's a 2011 Word of Mouth Marketing Assn "WOMMY" award winner (two categories). This is about as socially awkward a product and subject as you'll find. Kotex had been handling this in its advertisements with euphemisms--and the audience was tuning out. Now they're leading with its customers voices, and notice the results. Also notice how frank and even entertaining it is.

(If you can't see the video, click here.)


The Results:

> 460,000 website visitors
> 260,000 sample requests in just one month
2.25 million girls activated online
16,000 signed The U by Kotex Declaration of Real Talk


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