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Guides & Inspiration • Written by Catherine Graves - Marketing Director
To fuel growing media technologies, marketers need to produce more content, for more channels, by harnessing a range of specialist creative capabilities. We spoke to Pip Gagg, Head of Marketing for Baby & Child Care, to hear how Kimberly-Clark are solving this challenge by tapping into Genero’s creative ecosystem.
With beloved brands such as Kleenex and Huggies, Kimberly-Clark is a trusted part of the lives of almost a quarter of the world’s population. And as a growing global FMCG business, they’re facing a number of key challenges.
“We’re in a market where there’s never been so much pressure on pricing” says Pip. “This pressure is coming from both our customers, but also impacts our budgets”. The way the Kimberly-Clark overcomes this from a consumer perspective, Pip explains, is to premiumise and focus on quality – both through the product itself, and also the positioning of their brands.
With products targeting a range of demographics from teenagers, to parents, to the aged community, Kimberly-Clark is tasked with producing a wide variety of content to meet their audiences on their preferred channels and platforms. “How our audiences engage with us is constantly evolving, and they’re quite demanding in where and how they want to receive content from us” says Pip. “Not only do we need a wide array of content, but we also need to be mindful of the different platforms and where we engage with the range of consumers that we deal with at Kimberly-Clark”.
Ultimately this will be a challenge that’s echoed by enterprise brands around the world: brands need high volumes of best-practice content to remain top of mind, but their products and services must also be high quality.
“Back in the day, I remember seeing a plan that just had TV, whereas now, if I was to have a plan for social alone, it could have ten or more assets for the exact same creative. We need to get the economies of scale, but in a cost effective way”.
As a multinational company, Kimberly-Clark has quite a traditional marketing services structure which will be familiar to a lot of brands.
The final piece of the marketing puzzle is Genero’s creative ecosystem, which enables efficient production of best practice assets for all platforms and channels. “We had more demand for content than we were able to supply resource-wise using our external agencies and in-house teams, but also from a budget perspective” explains Pip. “That’s when we really leaned on Genero to understand how they can fill that gap, and to make sure we’re staying ahead and meeting the different needs of our consumers.”
In Genero’s case, this encompasses the three pillars below:
Since 2018, Kimberly-Clark and Genero have collaborated on 65+ briefs, across seven brands, in three regions and are currently expanding into new regions. Pip explains that the benefits they see fall into three main categories:
Click here to watch the full webinar and see a number of case studies which show the partnership in action. These include:
Guides & Inspiration • 3min read