Kimberly Clark just introduced a new marketing program which according to Lizette Williams, Senior Brand Manager Huggies Multicultural Brand Strategy at Kimberly-Clark, is the first time the CPG giant is doing a large-scale total marketing campaign that leads with multicultural (Hispanic) insights.
Williams is excited about the new FUN song marketing platform that was launched last week. She notes that Huggies, Kimberly Clark’s disposable diaper, has been “the lead horse in the race.” “From a scale perspective, this is the first time we are doing a Total Market campaign and leading with multicultural insights.”
Williams is happy to say that several Kimberly Clark brands invest in Hispanic marketing , leading with the Huggies brand. ” We have been industry leaders in terms of pursuing a total market strategy and are actively including multicultural consumers throughout the whole marketing process. This is reflective of the consumers we are reaching out to today: 40% of Millennials are multicultural, that is why pursuing a Total Marketing strategy makes a lot of sense. The FUN program has an ethnic component at the very core. These are Latina family insights but these insights are not exclusive to that segment.” Williams adds that music, the main element of the FUN platform, is a unifier across cultures. Another crucial element of the program is the fact that it is bilingual so it can reach both the general market as well as the 60% of Hispanic Millennials who are bilingual.
Just like everyone should be a Multicultural Marketer, everyone should be a Digital Marketer.
Digital is similar to Multicultural
Williams points out that Kimberly Clark CMO, Clive Sirkin continues to push his organization to think about marketing in a digital world. “We do this through fully integrated marketing programs,” Williams claims. The multicultural marketer cites an interesting parallelism between the way Multicultural pervades the marketing world and the way Digital marketing does: “Everyone should be a Multicultural Marketer. It is very similar from a digital perspective, Everyone should be a Digital Marketer.”
Williams describes Celebrate FUN as a marketing platform that motivates families to move closer together. The Latina mom is at the core of the effort. With a bilingual activation, heavy digital and social components, and music as the platform and universal unifier across cultures. The centerpiece is the FUN Song web app where consumers can customize their own “Family Unity song” and both share socially and download as a ringtone. California consumers will receive coupons for participating Kimberly-Clark products including (Huggies,Kleenex, Scott and Pull-Ups.). These coupons will escalate in value as their song is shared with others across social media channels.
The PR effort is mostly done around Grammy-nominated singer/songwriter and mother Christina Milian. In California, who participate in the program wil have the chance to win a live recording session with Christina Milian. A national expansion of the program may happen in 2015, based in the current initiatives results. Kimberly is also partnering with Latina bloggers that are influencers in their communities.