About Kimberly-Clark Professional –
Experts in B2B Workplace Hygiene Solutions
Kimberly-Clark Professional, a division of the Kimberly-Clark Corporation, is a leading provider of washroom hygiene, general cleaning, industrial wiping and PPE products. Distributing globally trusted brands such as Kleenex®, Scott®, WypAll®, KleenGuard® and Kimtech®, Kimberly-Clark Professional offers a range of workplace solutions that help improve workplace safety, hygiene and productivity.
As part of their customer acquisition strategy within the manufacturing
sector, Kimberly-Clark Professional sought to improve the strength and
visibility of their WypAll® brand for industrial wiper cleaning solutions.
Kimberly-Clark Professional wanted to demonstrate their expertise and
experience in relation to issues that concern the manufacturing
industries they target. Together with with Motion Marketing, a
campaign was developed to communicate their understanding of the
unique challenges of agile manufacturing – and showcase their range of
products and dispensing solutions that have been specifically designed
to improve efficiency, reduce disruptions and enable agility in their
customers’ manufacturing processes. They decided to partner with a
manufacturing marketing agency to deliver this product-range-focused
campaign that would demonstrate thought leadership and engage
various stakeholders within industry.
As an experienced B2B manufacturing marketing agency, Motion had
the strong technical foundation needed to help deliver the campaign to
promote WypAll® over incumbent solutions and increase customer
engagement in the benefits of improving workplace cleaning
We centred the campaign around the growth of Agile Manufacturing and how WypAll® solutions can contribute to
Agility in industry. As part of this, we focused on:
- demonstrating Kimberly-Clark Professional’s industry knowledge and early adoption of agile to increase
confidence in WypAll® as a provider of practical and customer-oriented solutions, suited to the needs
- encouraging prospective clients to take up WypAll® trials
- helping manufacturers overcome their barriers to change.
Our remit involved developing the project concept and detailed campaign brief, with Kimberly-Clark Professional.
To this brief, we created the design and content for: an advertising campaign, internal and external sales
presentations, a whitepaper, a series of expert articles and a set of social media posts.
Throughout the project, we worked closely with Kimberly-Clark Professional to profile their target audiences’
challenges and objectives. Our ability to explore the target audiences’ needs and interests was key to shaping the
content and graphics for each audience segment. We coupled this with the creation of internal briefing material to
align sales with marketing, creating an effective, targeted, and industry-facing campaign. To improve awareness of
WypAll® and its role within Agile, we supported Kimberly-Clark Professional in their development and roll-out of an
omnichannel (online/offline) awareness campaign including LinkedIn, Webinars and PR to promote the brand and
increase trial uptake within the manufacturing sector.
Industry-facing advertising campaign conceived and designed
Expert articles on Agile Manufacturing created
Whitepaper on Agile Manufacturing developed, written and designed
"We work with a range of agencies, and for this campaign we selected Motion Marketing for their technical knowledge, and ability to bring manufacturing marketing insight, experience and skills to the campaign. We have been impressed by Motion’s breadth of capabilities and enjoyed collaborating with them."
EMEA Integrated Marketing manager – Wipers & PPE, Kimberly-Clark Professional