AToMiC Collaboration: BRONZE
Brand Integration: SILVER
Brand Content: BRONZE
U by Kotex® - CARMILLA
February 6th, 2015
HOW TO REACH THE COVETED MILLENNIAL:
In this sensory overloaded world, it has become increasingly challenging to effectively reach the selective and always on, digital savvy female Millennial. She’s constantly on a mission to express herself. Digital is her voice and authenticity is essential. With close to every brand vying for her attention, how does this brand stand out? And of all things… talk to her about her period? To activate and amplify their national brand program “Save the Undies”, U by Kotex® partnered on a new venture that could reach, engage and inspire a U by Kotex® girl. The project gave the agency the exclusive and unique opportunity to develop an environment in which they could reach her with on-going digital content that she could relate to and appreciate. They did this with the launch of CARMILLA.
STAYING AUTHENTIC & MAKING IT COUNT:
Executive produced by U By Kotex®, CARMILLA is a 36 episode, four-minute, scripted transmedia series that put a modern spin on the cult classic gothic vampire novella by Joseph Sheridan Le Fanu. Once a substantial CARMILLA fan base was established, U By Kotex® was revealed as the Executive Producer. Product was naturally integrated into the storyline and content in the most authentic way possible. They had product placement in the series and five branded spots incorporating the “Save the Undies” campaign, delivered through the cast of the show. CARMILLA also included transmedia extensions engaging millennial audiences, including character Twitter and Tumblr feeds that extended the story world between episodes, and U by Kotex® integration vlogs (http://bit.ly/CarmillaUbyKotex) featuring the two lead CARMILLA characters debating such questions as whether vampires get their periods.
FEELING THE CARMILLA LOVE:
Since the August 2014 launch of the series, CARMILLA has generated an impressive count of 17 million minutes of watch time, nearly 11 Million EARNED Impressions and 10 million views across all 36 episodes and additional content including U by Kotex® branded videos, resulting in a 97% score rating from Sprout Social. 83% of those users are female, and nearly two-thirds are in the 18-24 demographic.
With zero paid media behind it, the season finale alone garnered 101,000 views in 24 hours. U by Kotex® followed the season finale with the #SaveCarmilla movement asking fans to show their love of Carmilla and U by Kotex®. In the 24 hours that followed #SaveCarmilla was tweeted 11.6 times per minute and generated 7.7 million timeline deliveries
The #SaveCarmilla campaign was so successful with their engaged fans that they have saved CARMILLA and announced that U by Kotex® will launch season two in the spring of 2015.
Agency: Geometry Global
Account Supervisor: Robyn Dalley, Geometry Global | Canada Executive Creative Director: Nuala Byles, Geometry Global | Canada Strategic Planning Director: Katherine Barks, Geometry Global | Canada Kimberly-Clark Canada Brand Manager: Denise Darroch Director, Marketing & Sales: Leslie McFeeters Partner Agencies: Shift2, Smokebomb Entertainment, Organic