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The problem that Kimberly-Clark faced was to find a new target audience for the Pull-Ups New Leaf product and change the company’s focus from linear TV advertising. With the help of the data analysis and the use of various types of ads the company received high coverage and surpassed the goals of the campaign.
Objective
Increase brand awareness and reach for Pull-Ups New Leaf.
Platforms
Streaming platforms
Strategies Used
Data-driven creative, sequential messaging, retargeting, short-form ads
Results
36% incremental unique reach, 78% unique reach on TV screens.
Reaching consumers who were increasingly shifting to streaming platforms.
Streaming Focus
Shifted marketing budget from linear TV to streaming platforms.
Data-Driven Creative
Utilized data insights for personalized ad targeting.
Experimentation
Tested various ad formats and messaging.
Adopted a data-centric approach to media planning and execution.
Incremental unique reach
Unique reach on TV screens
Thus, Kimberly-Clark was able to show that streaming platforms can be used to attract a new audience. This way, the company was able to gain the necessary exposure and go beyond the expectations of the campaign based on data analysis and trial of different ad formats. This case study is a good example of how one has to listen to the consumers and accept the new media as the way to go.
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