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.