Abstract: How do you get people talking about an unknown brand in a category of undifferentiated products? That’s the challenge U.S. Cotton presented to its communications team in 2012. A social media program, the Sleep Naked campaign, was implemented to raise awareness for Swisspers cotton rounds and convince women 18-‐34 to remove their makeup before … Continue reading Swisspers® Sleep Naked Social Media Campaign: A Case Study Exploring the Role of Online Influencers
