Case Study: Kotex boosts awareness and engagement with TikTok for Business

Increasing awareness for a strong challenger brand in the feminine care market

Kotex Philippines partnered with TikTok for Business to launch Kotex Freedom, a new feminine care product in the Philippines. The brand wanted to build awareness and encourage girls to rethink the pads they were using by highlighting better protection, better value, and a breakthrough 5-in-1 protection technology.

TikTok for Business used a Branded Hashtag Challenge, #FreedomFromTheBox, supported by a Branded Effect, creator seeding, TopView, Brand Premium In-Feed Ads, and a Discover page feature banner. The campaign reached 15.3 million unique users, generated 14.4 million unique video views, and inspired 140,000 videos in one week, while Brand Lift Study results showed a 2.9% lift in ad recall and a 3.0% increase in awareness.

Kotex