Find out how to deliver brand promises and a strong bottom line. Presented by Mark Wynne, President (South Asia) of Kimberly- Clark during iStrategy Sydney 2010.

1. Delivering brand promises…
and a strong bottom line
Mark Wynne
President Consumer
South Asia

2. Lead the world in essentials for a better life
2
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.

3. KCA Brands
3

4. 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
4

5. Driving growth through innovation
5
Bringing colour and fun
to dull periods
Bringing more to
cleaning
Taking tissues out of the
box with a touch of style

6. Innovative Marketing
6

7. 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?
7

8. 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
8

9. The KCA Digital Evolution
Brochure-ware => destination sites
Monologue => conversation
Brand information => engaging content
Brand centric => user centric
„Telling & selling => relationship building
9

10. Huggies Baby Club
Building a relationship with mum
from the very beginning

11. 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.
11

12. Baby Care
How do we break through the
clutter and get Huggies on the
radar of these online mums and
mums-to-be?
12

13. Huggies – The Evolution....2003
13
It‟s all about
mums , but no
local content

14. Huggies – The Evolution....2006
14
Still about
mums.
Introducing
personalisation
and local
content.

15. Huggies – The Evolution....2010
15
Still about
mums,
personalisation,
local content,
plus what
mums want &
what she‟s
searching for
online

16. 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
16

17. 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
17

18. 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%
18

19. Huggies TVC – linked to web
19

20. Strengthening Brand Leadership
20
Brand tracking shows
Huggies members are
much more likely to
purchase & are more
loyal to the brand

21. 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?

22. 22
The Kleenex Journey: From Brochure-ware...

23. 23
To Co- Creation

24. For mums, by mums
24
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

25. 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
25

26. 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
26

27. We can also start conversations with mums
about toilet paper!
27

28. And get them generating content for us too!
28
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‟

29. Digital success is dependent on creating
compelling content for both owned and earned
media distribution
KCA’s content driven strategy
29
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

30. Earned Media – Kleenex Mums eBook
30

31. Earned Media – Kleenex Mums eBook
31

32. Power of Influence
32
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

33. 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...
33

34. Viva Brand Advocacy campaign
34

35. Viva Brand Advocacy campaign
35
“Just told all my friends on
Facebook...yeah no chemicals -
bonus. Thanks Linda”

36. Viva Brand Advocacy campaign
A glowingly written mini thesis
on a two wipe sample pack!

37. Social Influence Marketing
37
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

38. Social Influence Marketing
38
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.

39. Social Influence Marketing
39
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

40. 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
40

41. 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!
41

42. 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
42

43. Consumer Closeness
43

44. Consumer Closeness
44
Login Page
Member Page

45. 45
Login Page
Member Page

46. 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...
46

47. Poise Target
47
Consumers don‟t openly speak about incontinence – online
provides a comfortable, private medium

48. Off line Poise speaks in a language to
normalise the condition
48
1 in 3 like me
LBL – Light bladder leakage
Poise Pilates Program
Poise Print ad Poise TVC

49. Poise Advertising
49

50. Online Poise tailors the communication to
capitalise on how consumers search
50
Facts/Product Solutions/Advice:
Incontinence
Light bladder weakness
Pelvic floor exercises
Poise.com.au

51. Delivering Informative content when they’re
actively searching
51
Google searchpoise.com.au

52. Useful content driving positive brand association
52
You Tube Poise Pelvic Floor Exercise Channel
Poise Online
Advertising
KCA Life cycle

53. Poise has tapped into the insight and
delivers different messages on and off line
 building a relationship via speaking in
their language
53

54. 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.
54

55. Be accessible, approachable
Meet the mum behind
Kleenex Mums
– One to one
communication
– Genuine dialogue
– Deepening the relationship
55

56. 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.
56

57. 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
57

58. Strong relationships build
strong brands

59. 59
A winning relationship
with mum

60. 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...
60

61. 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
61

62. From Huggies, to Kleenex, to ....
6262
Grandma!
For daughters

63. The new drivers of brand credibility
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HONESTY
AUTHENTICITY
TRASPARENCY
RELEVANCY
LISTEN
RESPOND
ADD VALUE
ENGAGE

64. 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
64

65. Our Approach to digital Innovation
65
Unleash Your Power by:
Learning…
Practicing…
Growing!

66. Thank You