Abraham Harrison LLC – Case Study forKimberly Clark HAI Watch Latin AmericaJune 2011
Abraham Harrison LLC: Case Study - Kimberly ClarkLatin AmericaChallenge:To extend brand awareness of Kimberly-Clark Health Care in Latin America by reaching out to the right targetaudience. In particular, to increase visits to the “Not on My Watch” Latin American websites http://es.haiwatch.comand http://pt.haiwatch.com.The program “Not on My Watch” had been successfully implemented in the US and helped the company shorten thedistance between its customers. The primary goal of the Latin American Campaign was to do the same. KimberlyClark Latin America wanted to increase the visits to their websites while raising awareness of their role in helping fightHealthcare Associated Infections. For this campaign reaching out to local Latin markets in their native language waspivotal.
Abraham Harrison LLC: Case Study - Kimberly ClarkLatin AmericaStrategy:Leverage the influence of bloggers to broadly increase awareness of the “Not on My Watch” site through earnedmedia.On October 21, 2010, Abraham Harrison began a two-month blogger outreach campaign on behalf of Kimberly-ClarkHealth Care in both Spanish and Portuguese. Over 2,000 healthcare and related-issues bloggers were contacted andasked for their help to spread the word about the “Not on My Watch” site and the valuable resources it offered bothpatients and healthcare professionals. Sample blogs for outreach Post garnered through AHLLC efforts
Abraham Harrison LLC: Case Study - Kimberly ClarkLatin AmericaResults:Abraham Harrison identified blogger communities in the main markets of LatinAmerica and crafted appropriate message models tailored to each languagethe results of the campaign were:• Portuguese and Spanish website visits increased 500%• Visits from Latin America to all Kimberly-Clark Health Care websites increased 100%• “No Durante Mi Turno” has garnered over 123 earned media mentions as a direct result of Abraham Harrison efforts• This has resulted in millions of highly localized quality impressionsIn addition to garnering over 123 posts, Kimberly-Clark boosted their SEOresults and increased their Google Ranking. After our campaign they are nowon the first page of Google search results when seeking information onHealthcare Associated Infection.
Further Questions?We look forward to speaking with you again soon!Mark HarrisonCEO Abraham Harrisonwww.firstname.lastname@example.org+1.202.657.4769