Pin to Make a Difference

On 2 May, Kimberly-Clark’s Kleenex Cottonelle (cl) will be one of the first brands in Australia to host a Pinterest event with the “Pin to Make a Difference” meet-up, which will be focused on pinning practical visual tips on making the home a bit more environmentally friendly.

If you are a Sydney-based blogger and interested in being part of this event, drop me a line (brian.giesen@ogilvy.com.au).

More detail on the initiative:

Kimberly-Clark spearheads one of the first Australian Pinterest campaigns with the KLEENEX® COTTONELLE® Pin to Make A Difference event

Kleenex® Cottonelle® becomes one of the first brands in Australia to leverage social networking phenomenon, Pinterest, via an event aimed at educating mums on making a sustainable difference in the home.

[5 April, 2012]: Kleenex® Cottonelle® Toilet Tissue is bringing to market what is believed to be Australia’s first home-grown Pinterest brand campaign, culminating in the world’s fastest ‘Pin to Make A Difference’ pinning competition on 2 May at The Doltone Loft at Doltone House.

The ‘Pin to Make A Difference’ initiative is designed to complement the Kleenex® Cottonelle® “Love Your Forests” TV campaign, currently airing across free-to-air and subscription TV. The new digital campaign will help create Australian mums’ awareness of the Kleenex Cottonelle brand’s gold standard credentials as one of the only toilet paper brands to carry Forest Stewardship Council (FSC®) accreditation.

The initiative will focus on educating and driving conversations about how mums can take small steps in the home every day, like choosing sustainable products in her weekly shop, in order to make a difference and feel good about doing her bit.

Hosted by Kleenex® Cottonelle® and involving WWF and FSC®, the campaign will recruit active mum networks and mum bloggers, encouraging them to capture, compile and share sustainable household tips and everyday wisdom about making a difference in the home. The network of mums will be invited to come together alongside a panel of Kleenex® Cottonelle® experts, partners and a well-known personality, to pin their tips culminating in the world’s fastest pinning event.

Pinterest is Australia’s fastest-growing social network, with growth doubling month-on-month and outperforming Facebook and Twitter combined. With Pinterest’s 360,000 Australian audience dominated by females interested in the home, with an average age of 30, the site has become a phenomenal platform for reaching women. Notable Australian Pinterest users include Mia Freedman, travel bloggers Caz and Craig (TravelBlog.com) and mum/lifestyle blogger Tina Grey (http://tinagray.me).

With research showing that helping others is the #1 reason Australians chat online about household goods1, the exponential rise of Pinterest is fuelling phenomenal growth in online conversations about the home and looks set to continue this rising social trend.

As Deborah Bauer, General Manager, Family Care, Kimberly-Clark Australia explains: “We know from our research that mums’ number one priority is providing the best home for her family, and that while she knows she could do more to be sustainable in the home, every day family priorities often take precedence.

“By partnering with social phenomenon, Pinterest, and going out to where our mums already are, we believe we can make sustainability more meaningful for mum by making it fun and relevant.”

The campaign has been devised and led by Ogilvy PR’s Pulse Communications and Social@Ogilvy teams. Brian Giesen, Social@Ogilvy Director comments: “The behaviour of the Kleenex® Cottonelle® customer is changing, and this campaign is a great example of a sustainable brand leading and adapting to embrace these new digital behaviours.

“Kimberly-Clark challenged us to think about how to engage women who are energised by everyday sustainability in the home. Pinterest was an obvious choice because it reaches women who care about and talk about these issues like no other platform.”

In line with the TV creative, the social campaign will combine the Kleenex® Cottonelle® brand, WWF’s Love Your Forests campaign logo, and beautiful photography of Borneo’s orang-utans, to help make people realise that small choices like the brand of toilet tissue they purchase, can have a big impact on the environment and that Kleenex® Cottonelle® is the most environmentally sound choice of toilet paper as it is sourced from responsibly managed forests.