Kimberly-Clark

Challenge

Increase social media fan base, consumer engagement and online sales of their premium product lines in the United States.

Solution

Feedback identified high-value channels, key audiences and the French Canadian and English vocabularies being used to discuss sustainable building of facilities, including discussions by the managers of these facilities. These included education campuses, stadiums, airports, hospitals and other high-traffic buildings.

Results

As a result of this research, the client was able to identify which target audiences were moving most aggressively toward their products, and which ones were more reluctant to consider both specific products, and also consider sustainability as a key factor in their purchase of future products for their facilities. These research findings were subsequently validated at Feedback by conducting A/B message testing in digital channels, and were very helpful in determining what communications would resonate most effectively with buying audiences as sustainability became more important to them.