Silver Anvil Awards: U by Kotex*: Declaration of Real Talk

May 26, 2011 by Melissa Snead
The PRSA 2011 Silver Anvil Awards podcast series features finalists from this year's program. The Silver Anvil Award recognizes complete public relations programs incorporating measurable and sound research, planning, execution and evaluation. These four areas represent the solid criteria by which senior practitioners judge each entry to ensure it meets the highest standards of performance in the profession.
Join Gary McCormick, APR, PRSA Fellow, as he speaks with Diana Littman Paige, executive vice president at Marina Maher Communications, and Jennifer Horowitz, senior vice president at Marina Maher Communications (MMC), about how Marina Maher Communications worked with U by Kotex* to create the “Declaration of Real Talk” campaign.
U by KotexTo tell the brand story, MMC had to reach the target in disruptive ways with messages and messengers millennials care about. MMC created an integrated approach, including storyteller advocates like Tyra Banks, Khloé Kardashian and Chelsea Krost, in addition to creating partnerships with the 100 most influential online influencers.
As a result, U by Kotex* was cited by AdAge as one of “America’s Hottest Brands” and named “Product of The Year” by 60,000 shoppers in a TNS Survey. Additionally, U by Kotex* received 1.2 million sample requests and a 69 percent conversion rate of coupons to samples.
Gary McCormick served as PRSA chair and CEO in 2010. He currently works in the corporate public relations arena as director of partnership development for HGTV.
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