Diversity in Advertising: Kimberly-Clark Leverages Social to Spur Greater Inclusiveness

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Diversity in Advertising: Kimberly-Clark Leverages Social to Spur Greater Inclusiveness

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.@Kleenex “Gesture of Care” program embraces #diversity with social media @KCCorp http://bit.ly/2coHf9c

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Lizette Williams Multicultural Marketing Leader, North America Kimberly-Clark

Friday, September 16, 2016 - 9:10am

CAMPAIGN: Social Impact

CONTENT: Article

eMarketer: Can you give a specific example of a campaign that has embraced diversity where social media was instrumental in its success?

Williams: Our Kleenex “Gesture of Care” program, which we’re in our second year of, is a great example. Before the campaign launched, Kleenex was experiencing years of decline. We saw an opportunity to reposition Kleenex from a simple cold and flu wipe to an everyday gesture of care.

We created a video campaign to tell the stories of real people, showing real acts of connection. These include stories of an LGBT couple who finally got the right to marry, a blind cellist who finally got the glasses he needed, a Navajo family who raised money to get clean water to their reservation, and a group of African-American students honoring their former chorus teacher.

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Keywords: Diversity & Inclusion | Inclusiveness in the workplace | Kimberly-Clark | gesture of care

CAMPAIGN: Social Impact

CONTENT: Article