Delivering brand promises…
and a strong bottom line
Mark Wynne
President Consumer
South Asia
Lead the world in essentials for a better life
2
1.3 billion consumers in over 150 countries use
our products everyday
We ...
KCA Brands
3
Key Messages
Digital space provides an incredibly
exciting opportunity for brands!
Relationship building is the key advant...
Driving growth through innovation
5
Bringing colour and fun
to dull periods
Bringing more to
cleaning
Taking tissues out o...
Innovative Marketing
6
The Digital Challenge for Kimberly-Clark
Supermarket brands
Low involvement categories
Brand sites not part of the shoppin...
The Digital Opportunity
Our Consumers are:
More likely to opt-in for
KCA communications
More receptive to
brand news
More ...
The KCA Digital Evolution
Brochure-ware => destination sites
Monologue => conversation
Brand information => engaging conte...
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, infor...
Baby Care
How do we break through the
clutter and get Huggies on the
radar of these online mums and
mums-to-be?
12
Huggies – The Evolution....2003
13
It‟s all about
mums , but no
local content
Huggies – The Evolution....2006
14
Still about
mums.
Introducing
personalisation
and local
content.
Huggies – The Evolution....2010
15
Still about
mums,
personalisation,
local content,
plus what
mums want &
what she‟s
sear...
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 HUGGIE...
Huggies – Active Users
• Last month alone
Huggies had just under
500,000 visitors
• Huggies visitors spend
an average of 8...
Huggies – Engaged Users
The Huggies eNewsletter
continues to exceed
industry average measures
for success.
Pregnant women
...
Huggies TVC – linked to web
19
Strengthening Brand Leadership
20
Brand tracking shows
Huggies members are
much more likely to
purchase & are more
loyal t...
So what comes after Huggies?
How do you keep the conversation with
mums once they‟re beyond the nappy
stage?
How could you...
22
The Kleenex Journey: From Brochure-ware...
23
To Co- Creation
For mums, by mums
24
A new online community
launched in October where
like-minded mums can
connect
All content written by ...
Adding value with engaging content
We conducted the largest
ever survey of Aussie
mums with kids 0-12
4,000 mums gave us t...
Adding value with engaging content
Rich content helps
create value, trust
and engagement
It gives you the
opportunity to e...
We can also start conversations with mums
about toilet paper!
27
And get them generating content for us too!
28
A new fun & interactive micro-site, poopooisland.com.au
has just been launc...
Digital success is dependent on creating
compelling content for both owned and earned
media distribution
KCA’s content dri...
Earned Media – Kleenex Mums eBook
30
Earned Media – Kleenex Mums eBook
31
Power of Influence
32
Paid Media
Remains hugely
important to KCA,
but impact slowly
diminishing
Owned Media
“Brand.com”
Wh...
Viva Brand Advocacy campaign
Samples of VIVA NPD sent to mums who
joined Kid Spot‟s 'Clever Cleaners' group.
Mums then inv...
Viva Brand Advocacy campaign
34
Viva Brand Advocacy campaign
35
“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
37
Use of social networks
by mums has grown
from 11% in 2006
to 63% in 2009
Survey, conducted b...
Social Influence Marketing
38
Close to 1/3 of mums
have accessed social
media from their
mobile.
Of these women,
nearly al...
Social Influence Marketing
39
Of people say that the
recommendation from a
friend, family member,
colleague or expert is t...
Traditional Media still has a strong role
Average Australian
spends 3 hours/ day
watching TV
TV has 97.5%
penetration
KCA ...
More than a conversation, a relationship
It is key to stay close to consumers, not only
to help manage conversations, but ...
More than a conversation, a relationship
We also have our own in-house panels full
of consumers keen to have their say...
...
Consumer Closeness
43
Consumer Closeness
44
Login Page
Member Page
45
Login Page
Member Page
We also have Facebook fans happy to help
out too
Kleenex Cottonelle
recently used
facebook feedback to
determine which pri...
Poise Target
47
Consumers don‟t openly speak about incontinence – online
provides a comfortable, private medium
Off line Poise speaks in a language to
normalise the condition
48
1 in 3 like me
LBL – Light bladder leakage
Poise Pilates...
Poise Advertising
49
Online Poise tailors the communication to
capitalise on how consumers search
50
Facts/Product Solutions/Advice:
Incontinen...
Delivering Informative content when they’re
actively searching
51
Google searchpoise.com.au
Useful content driving positive brand association
52
You Tube Poise Pelvic Floor Exercise Channel
Poise Online
Advertising...
Poise has tapped into the insight and
delivers different messages on and off line
 building a relationship via speaking i...
What we’ve learnt about social media
Listen first.
• You can‟t jump in shouting about your
brands
• Get to know the crowd ...
Be accessible, approachable
Meet the mum behind
Kleenex Mums
– One to one
communication
– Genuine dialogue
– Deepening the...
A new consumer-centric framework
It‟s no longer about spending resource driving
consumers toward a manufactured brand
expe...
The consumer is in charge
Every minute, control shifts away from
KCA and into the hands of consumers
AND IT‟S POWERFUL.
Em...
Strong relationships build
strong brands
59
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 ...
Introducing Kleenex Mums
This month we are in the process of
migrating our „aged‟ Huggies Baby Club
members into the newly...
From Huggies, to Kleenex, to ....
6262
Grandma!
For daughters
The new drivers of brand credibility
63
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 advant...
Our Approach to digital Innovation
65
Unleash Your Power by:
Learning…
Practicing…
Growing!
Thank You
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Delivering Brand Promises and a Strong Bottom Line | Mark Wynne, Kimberly-Clark | iStrategy Sydney 2010

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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.

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Delivering Brand Promises and a Strong Bottom Line | Mark Wynne, Kimberly-Clark | iStrategy Sydney 2010

  1. 1. Delivering brand promises… and a strong bottom line Mark Wynne President Consumer South Asia
  2. 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. 3. KCA Brands 3
  4. 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. 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. 6. Innovative Marketing 6
  7. 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. 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. 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. 10. Huggies Baby Club Building a relationship with mum from the very beginning
  11. 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. 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. 13. Huggies – The Evolution....2003 13 It‟s all about mums , but no local content
  14. 14. Huggies – The Evolution....2006 14 Still about mums. Introducing personalisation and local content.
  15. 15. Huggies – The Evolution....2010 15 Still about mums, personalisation, local content, plus what mums want & what she‟s searching for online
  16. 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. 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. 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. 19. Huggies TVC – linked to web 19
  20. 20. Strengthening Brand Leadership 20 Brand tracking shows Huggies members are much more likely to purchase & are more loyal to the brand
  21. 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. 22 The Kleenex Journey: From Brochure-ware...
  23. 23. 23 To Co- Creation
  24. 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. 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. 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. 27. We can also start conversations with mums about toilet paper! 27
  28. 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. 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. 30. Earned Media – Kleenex Mums eBook 30
  31. 31. Earned Media – Kleenex Mums eBook 31
  32. 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. 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. 34. Viva Brand Advocacy campaign 34
  35. 35. Viva Brand Advocacy campaign 35 “Just told all my friends on Facebook...yeah no chemicals - bonus. Thanks Linda”
  36. 36. Viva Brand Advocacy campaign A glowingly written mini thesis on a two wipe sample pack!
  37. 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. 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. 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. 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. 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. 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. 43. Consumer Closeness 43
  44. 44. Consumer Closeness 44 Login Page Member Page
  45. 45. 45 Login Page Member Page
  46. 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. 47. Poise Target 47 Consumers don‟t openly speak about incontinence – online provides a comfortable, private medium
  48. 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. 49. Poise Advertising 49
  50. 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. 51. Delivering Informative content when they’re actively searching 51 Google searchpoise.com.au
  52. 52. Useful content driving positive brand association 52 You Tube Poise Pelvic Floor Exercise Channel Poise Online Advertising KCA Life cycle
  53. 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. 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. 55. Be accessible, approachable Meet the mum behind Kleenex Mums – One to one communication – Genuine dialogue – Deepening the relationship 55
  56. 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. 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. 58. Strong relationships build strong brands
  59. 59. 59 A winning relationship with mum
  60. 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. 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. 62. From Huggies, to Kleenex, to .... 6262 Grandma! For daughters
  63. 63. The new drivers of brand credibility 63 HONESTY AUTHENTICITY TRASPARENCY RELEVANCY LISTEN RESPOND ADD VALUE ENGAGE
  64. 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. 65. Our Approach to digital Innovation 65 Unleash Your Power by: Learning… Practicing… Growing!
  66. 66. Thank You

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