In creating a bicultural campaign aimed at Hispanic moms, the maker of Huggies and Kleenex knew it needed a different approach to reach millennials.
While trying to appeal to the growing group of Latinas, Kimberly-Clark Corp. didn't want to overlook the general market audience. The consumer brand conglomerate thinks it accomplished that in the new "Celebrate Family UNity" program it launched in late April.
With Grammy-nominated singer-songwriter Christina Milian serving as spokeswoman, the campaign is leaning heavily on social media to reach moms.
"The Latina mom is our core target, but not at the expense of other moms," Lizette Williams, head of Kimberly-Clark's Multicultural Strategy Team, told HispanicBusiness.com. "It was important for this to be a total market campaign."
To reach millennial women -- generally defined as those born between 1980 and 2000 -- Kimberly-Clark is using music and social media. Consumers can go to thefunsong.com and get a free song by answering some questions about their family and picking a genre of music such as hip-hop, rock or Latin. The Web app composes a custom MP3 song, which can be shared socially and downloaded as a ringtone.
When the song is shared, consumers will receive coupons for products such as Huggies, Pull Ups, U by Kotex, Kleenex and Scott. The more the song is shared, the greater the value of the coupons, Ms. Williams said. The program was launched in California and will go through July 20.
California residents who created their own song will be entered for a chance to win a live recording session with Ms. Milian, 32, who will perform her own version of the Family UNity song. The singer and actress has a 4-year-old daughter, Violet.
The program was created, Ms. Williams said, because surveys show that Hispanic consumers have a higher usage of mobile Internet and social networking sites than the general population. One in four Hispanic families is multigenerational and the program plays to the importance of family to Hispanics.
"With 40 percent of the millennial audience being multicultural, keeping multicultural marketing as a silo is no longer an option," Ms. Williams said.
She points to this year's Super Bowl halftime show as a prime example.
"You have Bruno Mars, a true superstar ... who was joined on stage with the Red Hot Chili Peppers," she said. "That shows the changes that are happening."
Ms. Williams said the program, designed with ethnic insights but broad-reaching appeal, is a first for the industry. The bilingual campaign is being activated at Wal-Mart, Target, Walgreens, Food4Less and Safeway stores in California.
In addition to a large digital media presence, Kimberly-Clark is using radio to reach millennial moms. The campaign follows the company's philosophy of offering products from "infancy to maturity."
Ms. Williams knows that competitors will be closely watching Kimberly-Clark's marketing approach. If the campaign is successful, she expects other companies to follow suit. Although the total market strategy program from Kimberly-Clark debuted just last week, Ms. Williams said, the response has been very positive.
"We're getting a lot of buzz," she said.
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