U by Kotex
U by Kotex converted new Gen Z customers with bold video ads that questioned period stigmas
Goal
With so many stigmas surrounding menstrual periods, U by Kotex wanted to unapologetically challenge taboos. They aimed to build deeper connections with Gen Z (age 13-24), helping them feel more comfortable talking about periods—and more likely to shop Kotex for their own needs.
With an eye on growing awareness, U by Kotex looked to Pinterest for a Gen Z campaign. Ultimately, they wanted to grow top of mind awareness and sales for their innovative line of period products.
Strategy
For their “Normalize Periods” campaign, U by Kotex spoke honestly about the experience of having a period—no euphemisms required—and showed how the U by Kotex products were different. Their ads used vibrant colors and bold messaging, mixing lifestyle and product storytelling.
Lifestyle creative focused on reducing stigmas talking about periods in public. Meanwhile, the product assets showcased U by Kotex’s innovative designs and product features.
To reach the right people, U by Kotex targeted Pinterest topics they expected Gen Z audiences to engage with, like skincare, nails and daily routines.
“
With Pinterest’s insights and targeting capabilities, we were able to connect with Gen Z and health-conscious audiences directly and honestly, driving both brand awareness and a significant lift in sales.”
Annie Griffin
Media Strategy Lead, Kimberly-Clark
Results
U by Kotex’s campaign exceeded expectations for both awareness and sales, particularly among new customers. Kotex saw a 7.1% topline lift in incremental sales—and 60% were from new brand buyers.1 Videos did especially well in this campaign, driving even stronger sales lift and ROAS than other formats.1
7.1%
topline lift in incremental sales1
2.5x
return on ad spend1
60%
of incremental sales were from new brand buyers1
Resources
Pinterest audience insights
Learn which topics are trending with your target audiences, based on their behavior on Pinterest.
Video ads
Pinterest’s video ad formats make a splash, catering to every stage of the purchase journey. Learn more about how video ads work on Pinterest.