Marketing for Workplace and B2B Solutions

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.

Marketing Requirements

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 processes.

Our Solution/Deliverables

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 of manufacturers
• 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.

Notable Outcomes