Project Overview
Client: Internal Kimberly-Clark Professional Sustainability and PPE SBUs
Industry: Scientific & Industrial
Project Goals: Develop a multi-channel campaign designed to drive awareness of KCP’s RightCycle PPE Recycling Program as a service, educate & engage target audience with messaging around benefits & relevance. Tactics included a campaign landing page, Organic LinkedIn posts, LinkedIn paid ads, campaign video, and tradeshow graphics.
RightCycle Sustainability Campaign
Challenges
Initial Problems: While sustainability is increasing important to companies, the RightCycle Program was not well-known or understood. While our creative team was supporting the overarching campaign, project requests and deliverables were happening across various stakeholders, resulting in inconsistencies in visuals and messaging.
Constraints: The project had a tight deadline of two months and a limited budget.
Approach
Creative Alignment: Developed a virtual campaign wall to identify and address inconsistencies. Held value stream mapping workshop with cross-functional team to pinpoint breakdown in creative request process.
Research: Utilized existing KCP customer research to understand chooser behavior and sustainability goals.
Strategy: Developed a strategy focused on highlighting key program benefits to drive impressions and site traffic.
