Kotex opens discourse on periods in China. It may be a taboo subject, but it’s one that girls need advice and re-assurance on – from each other, especially given the choice and education now available to them around feminine hygiene that simply was not available to their mothers.
Kotex, Mindshare and Thoughtful Media combined to develop An Xiaoqi (the lady above)—a fictional character who uses Sina Weibo to talk about the daily life of a young woman in modern Shanghai—who is shown handling hilarious real-life situations arising from menstruation that creates social challenges for girls her age.
Building up communities with strong, trustworthy, engaging and entertaining content is a no-brainer, and characters have been the compelling heart of stories for millennia. What’s exciting is to see how Kotex is really focusing on developing relationships with its target audience, not trying to increase its Facebook fans thinking that there’s value associated.