KOTEX MALAYSIA

The feminine care brand added Instagram Reels ad placement to its usual campaign and earned an 8.6-point higher standard ad recall.

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THE STORY
Empowering women, period

Part of the Kimberly-Clark group, Kotex is a leading feminine hygiene product brand in Malaysia, offering a wide assortment of pads and liners. The brand has worked to remain relevant with young women and de-stigmatize menstruation.

8.6-point

higher standard ad recall from campaign with Reels, compared to campaign without

9.8-point

higher standard ad recall among 25- to 34-year-olds from campaign with Reels, compared to campaign without

3.1-point

higher intent to purchase from campaign with Reels, compared to campaign without

5.6-point

higher intent to purchase among 25- to 34-year-olds from campaign with Reels, compared to campaign without

Kotex is constantly looking to reach and empower women of all ages to be confident in themselves. We hoped that adding a new video placement to our usual marketing strategy would help to increase our brand metrics, and we’re thrilled with the results.
RADHIKA AGARWAL, MARKETING MANAGER – ADULT & FEMININE CARE, KIMBERLY CLARK MALAYSIA
THE GOAL
Learning more about Instagram Reels ads

Kotex Malaysia wanted to learn whether Instagram Reels ads could help it reach young women in Malaysia and encourage them to purchase its new Kotex Soft & Smooth Pads.

An Instagram ad example from Kotex MalaysiaPlay Icon
THE SOLUTION

Testing a new video ad placement

To test the impact of Instagram Reels ads on brand resonance, Kotex Malaysia conducted a two-cell brand lift study. The study compared its business-as-usual video ads placed across Instagram Feed, Explore and Stories to a campaign that supplemented its business-as-usual placements with Instagram Reels ads.

The mobile-first video assets for the Reels campaign highlighted the colorfully patterned design of the sanitary pad wrapper, included the key message of “Period or Not, You Have Nothing to Hide” and encouraged people to Shop now. When people followed the call to action, they arrived at the Kotex ecommerce store where they could make a purchase.

Kotex Malaysia delivered all ads to a broad audience of women in Malaysia interested in personal care, health and wellness throughout the eight-week campaign. The brand lift study found that the campaign with Instagram Reels delivered better results, including:

  • 8.6-point higher standard ad recall from campaign with Reels, compared to campaign without
  • 9.8-point higher standard ad recall among 25- to 34-year-olds from campaign with Reels, compared to campaign without
  • 3.1-point higher intent to purchase from campaign with Reels, compared to campaign without
  • 5.6-point higher intent to purchase among 25- to 34-year-olds from campaign with Reels, compared to campaign without
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