The Asia Media Journal
April 16, 2014
Press Releases


Kotex Sponsors Online Video Series In China

SHANGHAI -- Kimberly-Clark is using social media to promote its Kotex feminine care brand(sanitary padcategory)among young women in China, where menstruation is a taboo subject for many families. Kotex has sponsored an online video series, “Stuff Girls Don’t Say,” to underpin a nationwide multimedia brand campaign.

A series of short online videos, developedby Mindshareand Thoughtful China, an entertainment and social media studio, feature An Xiaoqi, a fictional character who uses Sina Weibo to talk with her fans about daily life inmodern Shanghai. An Xiaoqi is a key opinion leader for young women using Sina Weibo, a popular microblogging service with about 300 million users in China.

In each video, Xiaoqi is caught in a series of hilarious real-life situations that create challenges for every girl her age. The Weibo-driven campaign was designed to raise awareness about the Kotex brand, educate women about personal care issues and eliminate the stigma surrounding the subject of menstruation.

In addition, Xiaoqi’s character is launching an online video talk show under the identity of a subject expert by thename of “Da Qi Ma,” Chinese word play around the term “Da Yi Ma”, a slang term for menstruation.There are five episodes in total, all of which will be launched this month.

“Stuff Girls Don’t Say”, as a Kotex brand endorser, launched on May 15 and will run through the end of June. The five-episode series is supported by a major social media outreach orchestrated by Thoughtful China, which tracks Xiaoqi’s subscriber base, nearly 150,000 fans currently, as well as the number of re-tweets and comments generated by Xiaoqi’s viewers. Mindshare and Kimberly-Clark are monitoring the success of the campaign to determine how character-driven content fits into a broad based media effort.

“The audience-building content videos for Kotex are oneof the most exciting projects we have undertaken at Mindshare China. The activation through Weibo has been phenomenal, well beyond our projections. Strong, relevant, well-executed content is the critical element,” said Chungaiz Khan Mumtaz, Head of Invention, Mindshare China.

The online mini-series can be viewed at:
Stuff Girls Don’t Say:
DaQiMa 1:
Da Qi Ma 2:


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