Winner: Ogilvy PR Australia – Kleenex Cottonelle: Pin to Make a Difference
Creating engagement around sustainability messaging for any brand is tough, but to achieve it in a low-interest category, on a low budget and within the niche and unfashionable cause of everyday household sustainability is even harder.
To drive awareness among Australian moms and show how— as a premium and environmentally responsible toilet paper— Kleenex Cottonelle was worth investing in, the Ogilvy PR team, including Amanda Kiddle, Brian Giesen, Emma Koubayssi, Penelope Lipsham, Mel Vaz and Rachel Winter, sought to speak to moms directly and show them the returns on inspiration that sustainability can bring through their own everyday choices.
Pinterest, Australia’s fastest-growing social network among women, was chosen to spread the sustainability message. The team engaged Channel 7 breakfast show anchor, Mel Doyle, to emcee a half-day event on how to be more sustainable in the home with 26 influential Australian mom bloggers and mainstream media. A 15-minute “Fastest Pinning” competition at the event challenged attendees to pin as many visual tips relating to making the home more sustainable around event hash tag #Pin4Good.
From April 4 to May 28, 2012, the campaign earned 33 pieces of coverage, and earned the top trending designation on Twitter in Australia. The brand was lauded as a top-10 brand using Pinterest (Marketing magazine) and one of the "Eight Australian Brands to Watch on Pinterest" by the Village Agency, and saw a +475% increase in social conversations about Kimberly-Clark from three months prior.
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