Kotex Builds App to Help Girls Let Their Friends in on Style Decisions

Project Is From Innovation Studio Launched by Google Argentina and +Castro

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Kimberly-Clark feminine hygiene brand Kotex has teamed up with Buenos Aires agency +Castro and Google Argentina to bulid an app aimed at helping teenage girls make style decisions.

The app, called Va No Va (To Wear or Not to Wear), is based on the insight that teenage girls often find it hard to make choices, and usually ask friends' advice before making up their minds. So, instead of inviting a friend around to watch you trying on clothes, you can do it all through the app, with the screen allowing friends to vote between two options.

Va No Va, which is available on Android and will come to iOS, was built out of Google Digital Studio, an innovation collaboration between Google Argentina and +Castro.The studio's 2015 aim was to create mobile "lighthouse" projects with brands.

In an earlier Digital Studio project by Google Argentina and +Castro to sell creatives on the value of digital, the two partners combed award shows for shortlisted, but not winning, entries and re-entered an Argentine campaign with a new digital component. The revamped campaign, for Argentine retailer Almacen, won a Gold Lion at the Cannes Lions International Festival of Creativity.

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About

Credits
Date
Dec 17, 2015
Agency:
+Castro
Client:
Kotex
Innovation Director:
Nicolás Pimentel
Strategy Director:
Nicolás Ibañez
Creative Director:
Alfonso Cornejo
Creative Director:
Nicolás Goldstein
Creative Director:
Dario Rodriguez
Creative Director:
Francesco Vicenzi
Project Leader:
Ailin Martinolich
Culture Experiment:
Martina Sasso
Partner:
Google Digital Studio
Marketing Country Manager:
Eugenia Denari
Branding Director:
Pablo Beramendi
Product Manager:
Victoria Santos
Head of Industry CPG:
Hernán Giambastiani
Account Manager:
Jessica Dolensky
Account Executive:
Nicole Dupit
Client:
Kimberly Clark
Brand Manager:
Ignacio Cisternas
Product Leader:
Tatiana Polini
Product Leader:
Carla Risso Haring
Media General Manager:
Lucía Rivero Haedo
Head of Media:
Victoria Trongé
Tags
Category
Industry
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