Kimberly Clark's Referral Marketing Program with SocialTwist Achieves "Highest
Engagement Rates" of their Digital Marketing Efforts
DALLAS and MOUNTAIN VIEW, Calif., Nov. 19, 2012
DALLAS and MOUNTAIN VIEW, Calif., Nov. 19, 2012 /PRNewswire/ -- Kimberly Clark
(www.KimberlyClark.com), the 140-year-old family and personal care products
company, and SocialTwist (www.SocialTwist.com), the premier social referral
marketing platform transforming the way brands reach, acquire and retain
customers using social connections, today announced the impressive results of
their Huggies marketing program: a whopping 56 percent click-through and 55
percent email open rate, which drove 630,000 visitors to Huggies' site and an
estimated increased awareness of 3.5 million relevant consumers. Social
referrals amplified the campaign reach by about 700 percent. The program was
focused on Moms and sixty-seven percent of all visitors engaged with the
program and took an offer.
Click here to see how the campaign worked (demo).
The offer included a $1.50 coupon, as well as the option to refer three
friends or post once on a social networking site to earn a $3.00 coupon. The
referral marketing program was multi-channel – Huggies seeded it on their
website, Facebook, email, and other outreach channels. The program itself was
also presented on the Huggies Facebook brand page, the brand website, and on a
"Our program with SocialTwist focused on the target audience for the Huggies
brand – moms," said Dan Kersten, Shopper Marketing, Kimberly-Clark. "We
connected spectacularly with moms! Every metric, from referral open and
click-through rates, to coupon print and redemption rates, was higher than
anything we have seen in our other digital marketing programs. Now we're
looking for ways to bring SocialTwist to the extended Kimberly-Clark brand
SocialTwist links market incentives to desired consumer outcomes, and creates
a "win-win" opportunity for brands and consumers.
"The majority of consumers today seek advice from their friends and peers for
product insights and deals, before making purchase decisions," said Vijay
Pullur, CEO of SocialTwist. "In this world of information overload, marketing
messages must be targeted and relevant to be effective. SocialTwist makes them
personal and credible so consumers get product and deal information from
people they know."
For more information on the Huggies program, get the case study here.
About Kimberly Clark
Kimberly-Clark and its well-known global brands are an indispensable part of
life for people in more than 175 countries. Every day, nearly a quarter of the
world's population trust K-C brands and the solutions they provide to enhance
their health, hygiene and well-being. With brands such as Kleenex, Scott,
Huggies, Pull-Ups, Kotex and Depend, Kimberly-Clark holds the No.1 or No. 2
share position in more than 80 countries. To keep up with the latest K-C news
and to learn more about the company's 140-year history of innovation, visit
SocialTwist is a social referral marketing platform that transforms the way
brands reach, acquire, and retain new customers. Customers are motivated to
refer others through their social connections – thereby driving awareness,
engagement and purchase. Since 2008, more than 50 of the world's largest
brands including Kimberly Clark, Sara Lee, Procter & Gamble, ConAgra Foods,
Jamba Juice, Barnes & Noble, and others have worked with SocialTwist to
integrate low-cost social referral programs into their marketing efforts. In
addition to consumer products, SocialTwist solutions serve customers in
financial services, membership organizations, hospitality, entertainment and
Visit us at www.socialtwist.com, sign up for our newsletter, or come interact
with us on our blog and Facebook. SocialTwist was named a "Cool Vendor" in
Gartner's Cool Vendors in Consumer Goods 2012 report.
SOURCE SocialTwist; Kimberly Clark
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