U by Kotex tapped Foundry to increase brand awareness and consideration of their Teen Pads among moms whose daughters would soon be getting their periods for the first time.
A series of animated videos and digital articles presented a number of timely scenarios that a mom may find herself in when her daughter needs help during that pivotal first. The playful videos, which featured meme-like creative and upbeat music to appeal to both moms and their daughters, generated over 14M impressions as well as 7M views. Average viewing time was 70 seconds, which is 19% over benchmark.
