Kimberly-Clark & eÿeka: Changing Consumers' Mindset in Toilet Routine
KIMBERLY CLARK LAUNCHED MOISTENED WET TOILET PAPER
Kimberly Clark, maker of Kleenex and Scott tissues, launched “the most significant category innovation since toilet paper first appeared in roll form in 1890”, moistened wet toilet paper.
The challenge arises
The biggest challenge was to change consumer behaviours and create a new habit, especially with a topic that people rarely think about.
Kimberly-Clark turned to eÿeka to find ideas to crack the way it communicates around moist toilet tissue, disrupting the category and resonating emotionally with consumers.
4 CREATIVE ROUTES AND 1 WINNING VIDEO
eÿeka’s creative community submitted 92 print ads and 26 videos which were grouped into 4 creative routes, filtered through local lenses in a co-creation workshop involving Kimberly-Clark team from 8 Asian Markets and agency partners.
1 TVC AND A 360 CAMPAIGN
The winning video entitled “it is time your bottom was heard” inspired the agency to develop the campaign idea for Thailand. A fun and memorable TVC #Love my Bum was developed focusing on what a butt has to go through in daily life.
A 360 marketing campaign was launched, including Google, Youtube activation, Facebook activity inviting consumers to share #lovemybum stories, mirror media ad at department store toilet, local blogger to amplify the story, on ground targeted sampling and innovated vending machine sampling.
The results of the campaign consisted in a 18.5% increase in value sales, 19.5% increase in volume sales and 0.8% increase in penetration.
"eÿeka’s output gave us new ways to communicate, inspiring us to talk about the bottom in a creative way and make the conversation for a low involvement product like toilet tissues more fun and involving."
"It was a great experience working with eÿeka and we look forward to collaborating again in the future. In fact, we are currently looking at developing another campaign inspired by eÿeka’s creative output."
Kimberly Clark project team
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