Kimberly-Clark Spring Cleaning Takeover

Challenge: To create awareness and encourage trial of multiple Kimberly-Clark brands, specifically Viva®, Cottonelle® and Scott®.

Solution: The Motherhood engaged 150 influential mom bloggers for a spring cleaning campaign, helping to drive traffic for select products at Walmart stores across the United States. Content ranged from spring cleaning tips and hacks to suggestions for getting the kids involved, along with best practices for maintaining a cleaning schedule that authentically incorporated each brand.

Results: In two weeks, this content ultimately drove more than 11,000 clicks to the Kimberly-Clark Family Care Walmart site. Additionally, the campaign hashtag was a leader in the conversation around spring cleaning, with 150 blog posts that triggered nearly 1,000 blog comments, 150 Pinterest boards and nearly 9,500 re-pins, and more than 3,300 social media posts on Instagram and other social platforms.  

Overall, the campaign produced 89+ million total impressions, and the Kimberly-Clark branded content has generated more than 20,000 unique engagements on social media to date.