Kotex Tag

Five things you didn’t know about Mxit

If you think it’s just a place where people’s spelling and grammar abilities go to die, you’re wrong. Here are five things you didn’t know about Mxit.

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1.    It’s a solution to a gaming problem.

Mxit originated in Stellenbosch when Swist Group Technologies was developing a massive multiplayer mobile game named Alaya, which was a flop because it was sms-based and too expensive for the user. They reassessed and released the game and MXit in 2003.

2.    It’s not just for teenagers.

Mxit is now Africa’s largest mobile social network, boasting 750 million messages sent per day and 10 million active subscribers.

 3.    It’s helping money move safely.

teenager on phone

You can send money to people, buy airtime and electricity, deposit and withdraw from your bank account. Check it out here.

4.    It gives free access to counselling and educational material.

Mxit offers counselling to youth via text by partnering with LoveLife (which focuses on HIV and AIDS), Childline (which focuses on abuse) and Angel (which focuses on gang members and substance abuse). Learners can also access Maths and Science textbooks made available by publisher, Siyavula.

 5.    It’s proving to be a serious marketing tool.

Kimberly Clark has used Mxit to launch a global Kotex campaign. If this sounds familiar, it’s because we featured Kotex’s Pinterest campaign on the blog just last week.

This Mxit campaign targets young females aged 13 to 35 with brand splash screens (full screen ads that display each time a user launches the site), leading users to a customised and branded app where it’s reported that users hung around for as long as 14.7 minutes.

Through the app, users were offered a gateway to the exchange of product information, polls around sensitive feminine topics, prizes and coupons, and they could engage in one-on-one sessions with a trusted gynaecologist, offering a free, private, safe and anonymous resource for advice and information.

kotex Mxit campaign

Winning pinning: Three great Pinterest campaigns

Pinterest. It took a while for people to catch on to this social media platform in South Africa (and to be able to pronounce the name – “pin-interest”? Awkies.), but it’s growing rapidly. There are currently just under 50 million users worldwide. My mom is one of them. Just saying. Yip – best you get on that, if you’re not already.

Because it’s such a visually-rich platform – Pinterest is like a big digital pinboard that allows users to create and curate theme-based image collections, in case you weren’t sure – it has been used very creatively by brands in some nifty campaigns.

There are loads of examples of great uses of Pinterest floating around the internet. These three are of our favourites:

UNICEF ‘S Ami Musa

UNICEF Pinterest

The whole attraction of Pinterest for many people is that it is a platform of aspiration. It allows them to pin pictures of items that, in a perfect world, they would love to have: a dream wardrobe here, an ideal home there, places they’d love to travel to – the list goes on. And then UNICEF showed up and turned the whole concept upside down. They created a fictional character, Ami Musa, a 13-year-old girl from Sierra Leone. She has one board. It is called: “Really want these”. “These” are running water, soap, basic food, shoes, an education – things that we take for granted.

6 pins. 1550 followers – all left with something to think about.

Kotex pop-up store

So this is pretty clever. Kotex and Tel Aviv marketing agency Smoyz got together and created the first ever pop-up Pinterest store. Intrigued? I was too. The store was designed to look like a Pinterest board, and local women lined up for a chance to “pin and win” whatever was inside the mystery gift boxes. Each box had a sentence on it, and ladies had to pick a sentence that inspired them and pin that sentence to their Pinterest board in order to win the contents of the box.

Free stuff + Pinterest – what’s not to love, right? The store attracted a decent amount of attention pretty quickly. Never underestimate the power of an excited woman and a smartphone. Marketing mileage for days on social media.

Clever Kotex, clever.

GIRLS fan art

GIRLS fan art

There are a lot of great series out there that get under people’s skin and crawl into their hearts. Most of these series inspire awesome fan art – but HBO’s GIRLS actually showcases it on their fanGIRLS board. Great use of Pinterest, girls.

P.S. Watch this show. If you haven’t – where have you been?

GIRLS fan art

 

P.P.S. Follow Pomegranite on Pinterest and check our our boards of things that inspire usbeautiful office spaces, useful infographicssocial media laughs, ALL the pomegranates, and all things proudly Cape Town.