This proactive brief was to get Kotex samples to women in Saudi and make them brand switchers while staying true to the Kotex “style up” DNA. We came up with an idea that ran in three phases: 

 

PHASE 1 - Gift 10 of Saudi’s most influential bloggers an exclusive Little Black Box, customized, designed, and filled to reflect their style, brand and personality and get them to talk about it on all their social media channels.

 

PHASE 2 - For the next year, every woman who signs up to the K.Club on the kotexarabia.com website will receive a monthly Little Black Box containing Kotex samples along with seasonal sample products.

 

PHASE 3 - We will offer women in KSA the chance to conveniently buy their monthly Kotex needs online and receive them by mail every month.