Each girl could fill in a special application form on the Kotex promo site and indicate a time and place where their female friend could be met. The female friend was strewn with rose petals and compliments, gerbera and a postcard with frank wishes from Kotex were presented. Bloom together with Kotex!

∙ To attract new brand consumers and to strengthen the loyalty of existing consumers ∙ To create a unique newsbreak for PR and to underline brand innovativeness ∙ To attract users on the portal lady.open.ua

The girls had a unique opportunity to order a real holiday for their best friends. At the fixed time two young gentlemen congratulated “ordered” girls on the 8th of March, strewing them with rose petals and paying compliments.Videos of “realised orders” were placed on the portal http://friends.lady.open.ua/ and on http://www.youtube.com/user/KotexUA

• 40 orders were received in first week of the project, 241 orders in second week and more than 500 orders in third week.• More than 10,000 video shows were generated in first three weeks.• 60 videos with “orders” were placed by participants of the project in social communities.

• Each “ordered” woman wanted to order her friend.

• 150 orders generated thousands of messages in blogs and mass media.

• Web traffic was increased up to 40%.

Kotex provided girls with an exceptional opportunity to organise a real holiday for their best friends.

For this purpose girls had to enter the site lady.open.ua, to fill in an application form and to write up an order. At the fixed time two young gentlemen congratulated “ordered” girls on the 8th of March, strewing them with rose petals and congratulating them on behalf of the customer.

Videos of “realised orders” were placed on the site. The supervisor got a permission to use footage on the portal http://friends.lady.open.ua/ and on the branded channel http://www.youtube.com/user/KotexUA

To capitalise on brand feminity during the period around International Women's Day Kotex desсided to realise an integrated campaign to be able to get girls congratulating each other in a unique manner.