Kimberly-Clark is a classic consumer-goods company that hasn’t been slow to adopt the Web. The maker of Kleenex, Huggies, Scott and Cottonelle has been involved with online marketing and digital outreach for a number of years and has continued evolving the effective use of these channels to reach consumers.
Kimberly-Clark set up online communities for its Scott, Huggies and Kleenex websites years ago (well ahead of the social media boom) and gathered thousands of consumers in to share information and tips, send product samples to friends, etc. Today, the company relies heavily on social media, online ad retargeting, video and mobile as part of its digital strategy.
The 140-year-old company is investing in all aspects of digital, understanding that this is where its target customers connect with peers and with their favorite brands. Digiday interviewed Jeff Jarrett, vp of global digital marketing at Kimberly-Clark, asking him to spill the beans about his company’s approach to the various digital channels.