Kotex / Experiential

MOVE Party

Target

Girls ages 14-18

 

Markets

Vancouver, Calgary, Edmonton, Toronto, Montreal, Quebec City, Halifax

 

Objectives

Drive trial of U by Kotex products with competitive users aged 14-18

Retain current consumers by generating additional interest & excitement

 

Strategy

Offer a premium turn-key Video Dance Party (VDP) to high schools across Canada.

The MOVE VDP’s were offered to high schools as a complimentary service allowing schools to raise fund through ticket sales.

The MOVE VDP includes 2 video screens, laser light show, smoke machine, 3 hrs of music and music videos as well as pre-promotional materials for the schools.

As part of the VDP, U by Kotex sponsored the female washroom environment called the “U Lounge”.

The washroom environment was designed to create a welcoming environment for girls to receive complimentary make-up touch-ups and receive free product samples.

After the dance, pictures were available to the students in a private unbranded Facebook group.

 

Results

110 Highschool Dances, Carnivals and BBQs

20,000+ event attendees

15,000+ quality interactions

12,000+ samples distributed

 

Feedback

“I love that we can watch the videos when we are listening to the songs.”

(From a principal) “Thanks for coming and putting on the dance. It’s a big deal for the kids”

“Please come back! It's the only opportunity we will have to be able to dance!”

“More students came to this dance because of the Video Dance Party. We raised so much money!”

“This is the best dance I have ever been to!”