A sequel that set a new standard in community engagement.

Kotex México relaunched its Mis Momentos community campaign on Picnic™ — a choice-based, multi-channel contest across Facebook, Twitter, Instagram and the Kotex website — turning 2.5M+ social followers into an active, profiled community.

+30.8%

TOTAL PARTICIPATION

+214%

NEW USERS / WEEK

83,460

INTERACTIONS / WEEK · +160%

▸ THE CHALLENGE

Millions of followers, only momentary attention.

Kotex México had captured 2.5M+ Facebook fans and Twitter followers, but social media only sparked short bursts of interest. The brand wanted to draw those scattered channels into one place and keep the community engaged over time.

The original Mis Momentos proved the model — 9,300+ involved and 400k+ direct brand interactions — but a too-linear flow created dead ends and captured too little about customer preferences. Mis Momentos 2 was the design overhaul to fix that.

▸ WHAT WE BUILT

A choice-based engagement layer across every channel.

Choice-based interaction model

Meaningful choices based on product themes and prizes — replacing the linear flow and surfacing real preference data.

Themed collections & rewards

Discover, earn, collect and manage branded virtual rewards, points and badges through Picnic™.

Multi-channel social

One contest reachable across Facebook, Twitter, Instagram and the Kotex website, with surprise dynamics and cumulative participation.

▸ THE RESULTS

By the numbers.

35%

of active participants were returning players from Mis Momentos 1.

56%

of participation fell within the brand's targeted age range.

63%+

of the total community participated repeatedly during the campaign.

$0.041

cost per meaningful direct interaction — $0.003 per impression ($3.24 CPM).

4.5M → 417K

raw impressions amplified into 417k+ meaningful, branded interactions — one for every 12 views of the campaign message.

▸ GO DEEPER

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