Case Study

International Women's Day (IWD) 2024 - #ProgressFeelsLike

Client: Kotex Kenya

Target Audience

Females aged 18-24 years in Kenya.

objective

Drive conversation and engagement around the #ProgressFeelsLike theme, specifically leveraging influencer marketing.

Educate and raise awareness about relevant issues among the target demographic of 18-24 year-old females.

Strategies & Tactics
  • Influencer Selection & Management:
    • Strategic selection of Twitter influencers to initiate and sustain conversations on X (formerly Twitter).
    • Emphasis on engaging female influencers, recognizing their strong performance in this demographic.
    • Collaboration with influencers for appearances at the “Pink Power Nganya” events to maximize on-the-ground engagement.
  • Content Creation & Guidelines:
    • Influencers were empowered to create content that aligned with their established style.  
    • Ensured content resonated with their respective followers.  
    • Integrated key brand messaging into influencer content.  
    • Consistent use of designated campaign hashtags: #KotexSheCan #PinkPower #ProgressFeelsLike.  
  • Multi-Platform Influencer Activation:
    • Influencers created diverse content formats, including reels and carousels (on Instagram).  
    • Live updates and behind-the-scenes content via Instagram stories to enhance real-time engagement.  
  • Performance Measurement & Optimization:
    • Individual influencer performance was rigorously tracked using key metrics.  
    • Metrics included reach, impressions, and engagement rate.  
    • Engagement rate was calculated to assess the level of interaction with influencer content.
Key Achievements
  • Effective Influencer-Driven Conversation:
    • Influencers successfully drove conversation on Twitter, contributing to Kotex taking over the #IWD2024 hashtag.  
    • Influencer activity led to trending hashtags: #PinkPower and #ProgressFeelsLike.  
  • High Influencer Engagement:
    • Influencers achieved significant reach and impressions.  
    • Detailed engagement rate analysis provided insights into content effectiveness.  
  • Content Variety & Impact:
    • Influencers created a range of engaging content formats, catering to different platform preferences.  
    • Content was tailored to resonate with specific influencer audiences while maintaining brand consistency.
Challenges
  • Content Turnaround:
    • Delays were experienced in obtaining on-ground content from influencers.  
  • Performance Variability:
    • Influencer performance varied, requiring ongoing monitoring and optimization.  
    • Some influencers did not meet the expected performance targets.
Learnings & Recommendations
  • Pre-Campaign Content Creation:
    • The report suggests exploring pre-recording of content by influencers to streamline the content creation process.  
  • Performance Optimization:
    • Continued collaboration with influencers is recommended to analyze engagement rates and identify strategies for improvement.
Conclusion

The Kotex IWD 2024 campaign demonstrated Allure Group’s expertise in influencer marketing, from strategic selection and management to content direction and performance analysis. The campaign effectively leveraged influencers to drive conversation, increase brand visibility, and engage the target audience across multiple platforms. The detailed performance data and actionable learnings highlight Allure Group’s commitment to optimizing influencer campaigns for maximum impact and ROI.