2012 Digital PR Awards: Cause Marketing/CSR

Winner: Ogilvy PR Australia - Kleenex Cottonelle: Pin to Make a Difference

Despite Kleenex Cottonelle’s leading sustainability credentials—it’s the first toilet tissue in Australia to gain Forest Stewardship Council accreditation and Australia’s only toilet tissue brand endorsed by the World Wildlife Fund—the sustainability story just wasn’t getting through to the public.

But how do you get that message out for a brand in a low-interest category and on a low budget? Brand research showing that 9 in 10 Australian moms support in-the-home sustainability efforts and price isn’t much of an object for them. The Ogilvy PR team, including Brian Giesen, Amanda Kiddle, Emma Koubayssi, Penelope Lipsham, Mel Vaz and Rachel Winter, invited Australia’s influential mom bloggers to get the word out, and used Pinterest as its major social platform, asking moms to Pin to Make a Difference—sharing their own sustainability tips and take part in Australia’s first pinning competition.

Ogilvy then engaged primetime TV presenter and Channel 7 breakfast show anchor Mel Doyle, and one of Australia’s most influential bloggers, Darren Rowse, to MC at a special live event—held on May 2, 2012—meant to start sustainability conversations and attract the media. After the event, the moms that participated online were rewarded with a “Make a Difference” goody pack featuring the Cottonelle product.

Talk about success Down Under: The event trended No. 1 on Twitter and content on the Pinterest boards exploded, with an average of 200 followers per board. More importantly overall, there was a 1,100% increase in conversations about sustainability in and around the home, with mentions reaching 1.2 million Australians.