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

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

Published On
Dec 17, 2015

Editor's Pick

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.


Dec 17, 2015
Agency :
Brand :
Client :
Innovation Director :
Nicols Pimentel
Director, Strategy :
Nicols Ibaez
Creative Director :
Alfonso Cornejo
Creative Director :
Nicols Goldstein
Creative Director :
Dario Rodriguez
Creative Director :
Francesco Vicenzi
Project Leader :
Ailin Martinolich
Culture Experiment :
Martina Sasso
Marketing Country Manager :
Eugenia Denari
Partner :
Google Digital Studio
Branding Director :
Pablo Beramendi
Product Manager :
Victoria Santos
Head of Industry CPG :
Hernn 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 :
Luca Rivero Haedo
Head of Media :
Victoria Trong

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