Kimberly Clark

CHALLENGE

Kleenex wanted to move beyond the brochure-ware world occupied by its rivals and play a genuinely useful role in the lives of Australian mums.

RESPONSE

To achieve this goal, we worked in partnership with the Kleenex digital strategy manager to conceive and create Kleenex Mums – an online brand based around a website written by mums, for mums.

Kleenex Mums was launched in October 2010 with a media spend of zero; the plan was to start small with a focus on natural search and credible, sharable content that helps mums through the many challenges of parenthood.

RESULTS

Kleenex Mums is an ongoing project that already delivers tens of thousands of monthly unique visitors – and its audience continues to grow. It also consistently delivers online buzz and

awareness for the Kleenex brands, as well as generating a slew of free publicity for Kleenex thanks to the strong relationships we have with the many mum-bloggers who write, re-tweet and comment on Kleenex Mums content.

Kleenex Mums has become a valuable online media property where product placement, product information, sampling programmes and brand values are shared and embraced by its active and influential members.

Kleenex Mums has established the brands it represents as the most in tune with mums’ needs – both among its audience and in the minds of the influential bloggers who are part of the Kleenex Mums community.