U by Kotex

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The Challenge

Kimberly-Clark was launching it’s new U by Kotex® Fitness Line, whose fundamentally different shape and technology made it a perfect fit for active women. According to a 2017 U by Kotex survey, 72% of women fear leakage while working out on their period and Kimberly-Clark sought to tackle this challenge head on. Kimberly-Clark developed an integrated marketing program that featured spokesperson Jessamyn Stanley, a yogi and body positivity advocate, amplified by traditional and digital marketing channels. Because this was a fundamentally new product, Kimberly-Clark knew that education and authentic content were the keys to a successful launch. They also knew that Walgreens was one of the top retailers at which to drive trial, being the pharmacy of choice among Millennials and Gen X women.



Founded in 1863, Bayer is one of the longest-lived companies in the world, yet the brand is as relevant today as it was nearly 200 years ago. Their endurance and success is the result of their scientific innovation in the pharmaceutical space, but it is also due to their willing enthusiasm to adapt and evolve with changing times.


Linqia and Bayer have worked together on dozens of campaigns and the ongoing partnership drives business results that outperform previous benchmarks. “What sets Linqia apart is their entire sequence of capabilities. Unlike other influencer marketing companies who just offer creative, or measurement, Linqia has everything—there are no gaps in the chain. They stole my heart with strategy, but kept my loyalty with their measurement and results. Everything is best-in-class,” remarked Vitola.

What sets Linqia apart is their entire sequence of capabilities.
Everything is best-in-class.”

Denise Vitola | VP Brand Integration PR, Social & Influencer at Bayer

The Solution

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.”


Music is a core component of any successful influencer campaign, and for the 50+ audience on social media, familiarity and nostalgia win. So Bayer’s One A Day team and Linqia decided to remix the famous “Teach Me How to Dougie” song from the 90s—but with a twist. For the newly minted “Teach Me How To Gummy,” Linqia developed a dance challenge that featured seven creators on TikTok including Alfonso Ribeiro (@alfonsoribeiro) to lead the campaign.

Though the influencers’ primary platform was TikTok, they each had an Instagram and/or Facebook presence as well and cross-posted their content to those channels.

In order to pull this off, Bayer needed to secure music publishing and performance rights to the original track. Music licensing is a daunting task, and if done incorrectly, can create a whole new headache of legal issues for brands. Luckily, the Linqia team is well-versed in this space and negotiated a deal for the original song so that they could use their version in the campaign.


Based on in-depth post analysis and attribution modeling, the top two launch programs from an efficiency and effectiveness standpoint were influencer marketing through Linqia and content marketing through Dailybreak. The two working hand-in-hand delivered stronger results than traditional shopper marketing tactics including FSIs, print and TV.

By the end of the program, Linqia drove 23.1 million potential impressions of the influencers’ blog stories, videos, photos, and social posts. The authentic content drove nearly 46,000 video views and 44,000 online engagements, nearly 2X the program goal. More importantly, U by Kotex was able to capture impressive market share for a product that was still ramping up distribution. Walgreens only carried a 2X pack and yet U by Kotex was able to capture better share of trial than their competitors.

Linqia influencers created over 360 pieces of original, authentic content including blog stories, photographs, videos, and social media posts.
The influencer content inspired over 44,000 online engagements, including clicks, likes, comments, retweets, and shares, 2X the program goal.
Nine influencer-generated videos earned nearly 46,000 views.


@CynthiaGouw | Active Living/ Beauty

Supported by Linqia’s applied learnings, the campaign saw better performance on Facebook and Instagram. Facebook delivered more efficient awareness and impressions, with CPMs averaging 32% cheaper than paid TikTok impressions. Linqia also saw stronger CTRs on Facebook when compared to TikTok, with a 13.1% CTR compared to a 1.6% CTR. All in all, the campaign drove a 1.7% increase in purchase intent, a +2.5% lift in unaided brand awareness, and +5.2% lift in brand favorability.

Comment threads blew up with enthusiastic people, many of whom took on the challenge themselves, and One A Day sales jumped with $2.8MM worth of carted value driven from the campaign.


“Awesome Energy” – Tata

brand loyalty

“Great job I love those vitaimns” – Trisha


“Vitamin gummy’s are life at my age now lol” -Lupita

Intent to purchase

“Yasss. You just inspired me to switch. Just left Walmart and got me
some Women One A Day” – Chantae
The campaign hit every high-level business objective, while staying true to Bayer’s brand values. Combining pop-culture nostalgia with a trending dance challenge, Bayer showed that age is just a number (for companies and consumers) and authentic content wins every time.

let’s work together

We know that the influencer space can be overwhelming, but it’s a must-have for every brand looking to scale in today’s social media space. Want a local tour guide to lead your brand through the complexities of the influencer ecosystem and come out on top? Look no further than Linqia. Click here to request a custom influencer marketing campaign consultation today.

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