Case Study: U by Kotex achieves trial growth, 23M+ impressions and 2X engagement with Linqia

Linqia’s influencer marketing program delivered stronger results than traditional shopper marketing tactics including FSIs, print and TV

U by Kotex (Kimberly‑Clark) was launching the new U by Kotex Fitness Line and faced the dual challenge of educating active women about the product’s unique shape and protection technology and driving trial at key retailer Walgreens. To create authentic, persuasive content rather than traditional coupons, U by Kotex partnered with Linqia to execute influencer marketing as part of a broader integrated launch.

Linqia recruited hundreds of micro‑influencers to create over 360 original pieces of content that showcased product features, in‑store placement, and real‑life use. The program delivered about 23.1 million potential impressions, nearly 46,000 video views and roughly 44,000 online engagements (2X the program goal), helped U by Kotex gain notable trial and market share at Walgreens despite limited SKU distribution, and outperformed traditional shopper tactics. Linqia’s influencer approach was identified as one of the top two most effective launch programs.

U by Kotex

Greg Kearns

Brand and Shopper Marketing Manager