Original Thinking and Millennials: Ad Age Profiles Relish Marketing & Kimberly-Clark

Millennials – people aged 18-34 – have surpassed baby boomers as the nation’s largest living generation and, no surprise, have also become a prized target audience. Google “How to Reach Millennials,” and you’ll get somewhere in the neighborhood of 10,000,000 results. Or just search the Advertising Age website – they’ve published more than 1000 articles on the subject. And most recently, Ad Age has highlighted how Relish Marketing is helping our longtime client and partner, Kimberly-Clark, to better position the company’s employment opportunities for millennials at its North American Consumer Headquarters in Neenah-Appleton, WI.

We began our work together by exploring what matters most to Millennials when looking for employment. Through focus groups and primary and secondary research, we learned that Millennials want to make a difference, to know that they can add value and are valued for their unique perspective and capabilities.

Welcome Original Thinkers

Kimberly-Clark and Neenah-Appleton, WI are a great match for those desires. With a 140+-year history of innovation and original thinking, Kimberly-Clark hires the best talent and then clears “a beautiful space for them to keep reinventing how the game is played.”  The Neenah-Appleton area offers affordable housing, short commutes, great restaurants, breweries and an active music scene along with sports and festivals, year-round outdoor activities and a ranking as one of the top 10 affordable places to live in the U.S.


With these findings informing the creative process, Relish Marketing and Kimberly-Clark developed “Welcome Original Thinkers,” an initiative designed to acknowledge the array of individual attributes that contribute to original, innovative thinking. We identified eight Original Thinker types – including Nonconformists, Disrupters, Makers and Adapters among others. Then, we created a BuzzFeed-inspired quiz and invited people to discover their own Original Thinker type. Quiz-takers are then rewarded with a new emoji badge suitable for social sharing, and they receive an invitation to find out about original thinkers at Kimberly-Clark.

Welcome Original Thinkers

The heart of the campaign is WelcomeOriginalThinkers.com, a content hub launched this summer, which introduces visitors to real-life Kimberly-Clark Original Thinkers, Neenah-Appleton, WI and careers at Kimberly-Clark. An expanded social media presence is coming soon with organic posts and paid advertising.

Welcome Original Thinkers

We look forward to sharing results in the coming months. In the meantime, why don’t you take a minute and find out what type of original thinker you are?

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