ASIA-PACIFIC – CHINA, JUNE 13, 2012: Feminine care brand Kotex launches its newest multimedia brand campaign with a series of online videos revealing what "Stuff Girl Don’t Say" among young women in China, where menstruation is generally a taboo.
Developed by Mindshare and Thoughtful China, the campaign features An Xiaoqi, a fictional character who uses Sina Weibo to talk with her fans about daily life in modern 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 the name of “Da Qi Ma,” Chinese word play around the term “Da Yi Ma”, a slang term for menstruation. A total of five episodes will be launched this month.
