In order to educate and drive trial of U by Kotex Fitness, Kimberly-Clark launched a multi-tiered program that began with pre-launch television and paid social ads for awareness, influencer and content marketing for consideration and an ibotta cash back offer to drive trial and purchase. Kimberly-Clark had seen a significant decrease in the influence of coupons and deals in the feminine care category, and simultaneously wanted to find creative new ways to incentivize shoppers to purchase beyond giving them a straight coupon. Influencer and content marketing coupled with the Ibotta rebate proved to be the key to success. Linqia connected U by Kotex with hundreds of micro-influencers across the US, all of whom live active, healthy lifestyles and exercise regularly. The influencers educated their followers about the differences between U by Kotex Fitness and other feminine care brands. They highlighted the product’s unique features, shape and protection technology, and encouraged their followers to visit a local Walgreens and experience the difference for themselves. They included in-store photography of where to find U by Kotex Fitness on the shelf and shared images of U by Kotex’s sleek design, positioning the product as a must-have item in their gym and travel bags. They also shared a game that Kimberly-Clark had created with Dailybreak, where women could assemble virtual gym bags with U by Kotex as a key component. “Authenticity is critical to the success of our influencer marketing programs,” said Greg Kearns, Brand and Shopper Marketing Manager for Kimberly-Clark. “We want it to feel authentic and don’t want to put words in their mouths, making it feel like an ad. Linqia does a great job of ensuring that the content is in the influencers’ own voices without sacrificing brand safety.”