Kimberly-Clark

Welcome Original Thinkers

Integrated Marketing | Employer Branding | Manufacturing

Kimberly-Clark, the company behind brands like Cottonelle and Scott, has a global presence across 175 countries. When they needed help reaching a younger audience for recruitment, they reached out to Relish Marketing. Read more.

The Challenge

Kimberly-Clark wanted to raise awareness as an employer amongst the millennial generation.

The Solution

Relish Marketing created a multi-faceted digital approach that saw over 29,000 applicants view the application portal.

An integrated campaign with measurable results

The Fox Cities area of Wisconsin, home to Kimberly-Clark, blends small-town friendliness with abundant activities. To attract millennial talent in a tight labor market, Kimberly-Clark needed a creative, integrated marketing approach to boost awareness of the company, highlight the Fox Cities as a great place to live, and establish itself as an inspiring place to work.

After conducting a series of focus groups, Relish Marketing and Kimberly-Clark developed “Welcome Original Thinkers,” an initiative designed to position Kimberly-Clark as a workplace that welcomes and encourages original thinking. We identified eight Original Thinker types, then created a BuzzFeed-style quiz inviting people to discover their own Original Thinker type. After completing the quiz, they were linked to the new Kimberly-Clark dedicated career site where they could find out about original thinkers at the centerpiece of the campaign. The campaign launched publicly in October of 2016.

In the first three months of the program, Kimberly-Clark saw:

  • 34% increase in Glassdoor.com followers
  • 27% increase in LinkedIn followers
  • 34% increase in Facebook followers

Five months in, the program had attracted:

  • 14,000,000 content impressions
  • 77,000 unique visitors to WelcomeOriginalThinkers.com
  • 35,000 completed quizzes
  • 29,000 talent acquisition portal visits

The program also has been applauded in a wide range of publications, including AdAge, Forbes, US News & World Report, Society for Human Resource Management, BrandChannel and Social Media Biz. Global Marketing Director, Frans Mahieu affirms, “This campaign is highly successful and has helped Kimberly-Clark touch potential candidates in a different way and position us uniquely in the marketplace.”