delivering brand promises and a strong bottom line | mark wynne, kimberly-clark | istrategy sydney...

Delivering brand promises…

and a strong bottom line

Mark Wynne

President Consumer

South Asia

Lead the world in essentials for a better life

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1.3 billion consumers in over 150 countries use

our products everyday

We employ more than 56,000 people worldwide.

In 2009, Net Sales were US $19.1Billion.

Our well-known global brands include HUGGIES®,

KLEENEX®, POISE®, UBYKOTEX®, PULL-UPS®,

DEPEND®

We own the #1 or #2 leader position in more than

80 countries.

KCA Brands

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Key Messages

Digital space provides an incredibly

exciting opportunity for brands!

Relationship building is the key advantage

Traditional media still has a key role

ROI is the relevant KPI

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Driving growth through innovation

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Bringing colour and fun

to dull periods

Bringing more to

cleaning

Taking tissues out of the

box with a touch of style

Innovative Marketing

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The Digital Challenge for Kimberly-Clark

Supermarket brands

Low involvement categories

Brand sites not part of the shopping

experience

How on earth do you get mums wanting to

engage with a toilet paper brand?

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The Digital Opportunity

Our Consumers are:

More likely to opt-in for KCA communications

More receptive to brand news

More likely to purchase KCA

products

Digital helps our brands build relationships with consumers

Drives positive engagement, improving brand perception

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The KCA Digital Evolution

Brochure-ware => destination sites

Monologue => conversation

Brand information => engaging content

Brand centric => user centric

„Telling & selling => relationship building

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Huggies Baby Club

Building a relationship with mum

from the very beginning

Baby Care – High Search Volumes

“Baby” 1.8m local Google searches/mth

“Pregnancy” 580K

“Nappy” 50K

High involvement, information hungry.

Intensely competitive.

Fast approaching saturation point.

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Baby Care

How do we break through the

clutter and get Huggies on the

radar of these online mums and

mums-to-be?

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Huggies – The Evolution....2003

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It‟s all about

mums , but no

local content

Huggies – The Evolution....2006

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Still about

mums.

Introducing

personalisation

and local

content.

Huggies – The Evolution....2010

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Still about

mums,

personalisation,

local content,

plus what

mums want &

what she‟s

searching for

online

Huggies – 1/3 of new mums are members!

37% of ALL mums in Australia with kids aged

0-3 years old are members of the HUGGIES

Australia website

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Huggies – Active Users

• Last month alone

Huggies had just under

500,000 visitors

• Huggies visitors spend

an average of 8

minutes on the site and

view 10 pages each

• KCC global leader – AU

has the most successful

website of any KCC

market

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Huggies – Engaged Users

The Huggies eNewsletter

continues to exceed

industry average measures

for success.

Pregnant women

• Open rate: 40% vs 22%

• Click through: 35% vs 6.2%

Mums with kids 0-3

• Open rate: 29% vs 22%

• Click through rate: 18% vs

6.2%

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Huggies TVC – linked to web

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Strengthening Brand Leadership

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Brand tracking shows

Huggies members are

much more likely to

purchase & are more

loyal to the brand

So what comes after Huggies?

How do you keep the conversation with

mums once they‟re beyond the nappy

stage?

How could you possibly engage mum in a

conversation with a toilet paper brand?

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The Kleenex Journey: From Brochure-ware...

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To Co- Creation

For mums, by mums

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A new online community

launched in October where

like-minded mums can

connect

All content written by Aussie

mums

1000s of conversations, all

brought to you by Kleenex

Adding value with engaging content

We conducted the largest

ever survey of Aussie

mums with kids 0-12

4,000 mums gave us their

honest thoughts and

feelings about motherhood.

We‟ve taken these

learnings to develop a

compelling content strategy

for Kleenex Mums

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Adding value with engaging content

Rich content helps

create value, trust

and engagement

It gives you the

opportunity to engage

with your target and

earn the right to be a

part of their world

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We can also start conversations with mums

about toilet paper!

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And get them generating content for us too!

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A new fun & interactive micro-site, poopooisland.com.au

has just been launched with a mockumentary and clips of

real mums sharing their „poo stories‟ to tap into mum‟s

predisposition to talk about all things „poo‟

Digital success is dependent on creating

compelling content for both owned and earned

media distribution

KCA’s content driven strategy

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Owned content

impressions must

deliver value and utility

to consumer

Owned Media

Earned content builds

brand credibility as

consumers are doing

the talking

Earned Media

Earned Media – Kleenex Mums eBook

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Earned Media – Kleenex Mums eBook

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Power of Influence

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Paid Media

Remains hugely important to KCA, but impact slowly diminishing

Owned Media

“Brand.com”

Where consumers judge the brand experience

Earned Media

Greatest impact on brand influence & equity

Viva Brand Advocacy campaign

Samples of VIVA NPD sent to mums who joined Kid Spot‟s 'Clever Cleaners' group.

Mums then invited to comment on how the product worked for them.

Twice as many comments received: one of the highest responses Kid Spot had ever seen...

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Viva Brand Advocacy campaign

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Viva Brand Advocacy campaign

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“Just told all my friends on

Facebook...yeah no chemicals -

bonus. Thanks Linda”

Viva Brand Advocacy campaign

A glowingly written mini thesis

on a two wipe sample pack!

Social Influence Marketing

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Use of social networks

by mums has grown

from 11% in 2006

to 63% in 2009

Survey, conducted by parenting website BabyCentre in June 2009

Social Influence Marketing

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Close to 1/3 of mums

have accessed social

media from their

mobile.

Of these women,

nearly all have visited

Facebook, often

several times a day.

Social Influence Marketing

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.

Of people say that the

recommendation from a

friend, family member,

colleague or expert is the

most powerful determinant of

their purchase decision.

79%

-- Roper Reports

Traditional Media still has a strong role

Average Australian spends 3 hours/ day watching TV

TV has 97.5% penetration

KCA continues to invest in TV, but we now include online call to action to make it work harder

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More than a conversation, a relationship

It is key to stay close to consumers, not only

to help manage conversations, but to drive

innovation.

When we really understand our consumers,

we can make better products

And you have to make better products – if

you don‟t the whole world will know about it!

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More than a conversation, a relationship

We also have our own in-house panels full

of consumers keen to have their say...

– Cost-effective real time feedback

– A community who helps us improve our

brands/products etc

– Tap into hard to reach audiences

Result = quicker and more nimble than

ever before

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Consumer Closeness

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Consumer Closeness

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Login Page

Member Page

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Login Page

Member Page

We also have Facebook fans happy to help

out too

Kleenex Cottonelle

recently used

facebook feedback to

determine which print

pattern to launch...

The results were fast,

free and consistent

with those from a

major research study,

which wasn‟t so fast

or free...

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Poise Target

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Consumers don‟t openly speak about incontinence – online

provides a comfortable, private medium

Off line Poise speaks in a language to

normalise the condition

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1 in 3 like me

LBL – Light bladder leakage

Poise Pilates Program

Poise Print ad Poise TVC

Poise Advertising

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Online Poise tailors the communication to

capitalise on how consumers search

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Facts/Product Solutions/Advice:

Incontinence

Light bladder weakness

Pelvic floor exercises

Poise.com.au

Delivering Informative content when they’re

actively searching

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Google search poise.com.au

Useful content driving positive brand association

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You Tube Poise Pelvic Floor Exercise Channel

Poise Online

Advertising

KCA Life cycle

Poise has tapped into the insight and

delivers different messages on and off line

building a relationship via speaking in

their language

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What we’ve learnt about social media

Listen first.

• You can‟t jump in shouting about your

brands

• Get to know the crowd first, and get a sense

of the conversation before jumping in

Add value.

• When you do join the conversation, add

value to it

• Provide useful and interesting content

Win reach.

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Be accessible, approachable

Meet the mum behind

Kleenex Mums

– One to one

communication

– Genuine dialogue

– Deepening the relationship

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A new consumer-centric framework

It‟s no longer about spending resource driving consumers toward a manufactured brand experience

It‟s about rethinking content for FMCG / CPG site and leveraging social media channels

Provide content for her to discover and engage with and create more authentic brand experiences.

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The consumer is in charge

Every minute, control shifts away from

KCA and into the hands of consumers

AND IT‟S POWERFUL.

Embrace it

Invest in relationships

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Strong relationships build

strong brands

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A winning relationship

with mum

Building a life-long connection with Mum

Opted-in consumers and brand fan bases are a huge asset

We make considerable and consistent investments in building relationships over time

We believe in making life-long connections...

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Introducing Kleenex Mums

This month we are in the process of

migrating our „aged‟ Huggies Baby Club

members into the newly-created Kleenex

Mums community

Customised introductory eDM going out

from Huggies, including some irresistible

giveaways to entice mums of older kids

across to Kleenex Mums

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From Huggies, to Kleenex, to ....

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Grandma!

For daughters

The new drivers of brand credibility

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HONESTY

AUTHENTICITY

TRASPARENCY

RELEVANCY

LISTEN

RESPOND

ADD VALUE

ENGAGE

Key Messages

Digital space provides an incredibly

exciting opportunity for brands!

Relationship building is the key advantage

Traditional media still has a key role

ROI is the relevant KPI

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Our Approach to digital Innovation

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Unleash Your Power by:

Learning…

Practicing…

Growing!

Thank You