Kleenex® Cottonelle® wins top sustainability award
Kimberly-Clark's Kleenex®Cottonelle® brand has been awarded
Campaign of the Year at the annual 2012 Forest Stewardship Council
(FSC) Australia Excellence Awards held in Melbourne for the
successful Pin to Make a Difference campaign.
The Forest Stewardship Council (FSC®) Awards reward and recognise the best marketing and promotional campaigns to promote the FSC® certification system, the world's most rigorous environmental and social standard for responsible forest management. The awards aim to create a marketplace that fosters environmentally appropriate, socially beneficial and the economically viable management of the world's forests.
Deborah Bauer, General Manager Family Care, Kimberly-Clark Australia, said "We are delighted
to receive this prestigious award and it is reflective of our ongoing commitment to creating sustainably sourced products. By partnering with social phenomenon Pinterest, we were able to make sustainability more meaningful for mums by making it fun and relevant by providing practical tips on what they could do."
The Pin to Make a Difference campaign was developed to create awareness of the Kleenex
Cottonelle brand's gold standard sustainability credentials as the first toilet tissue in the market to gain FSC® accreditation and Australia's only toilet tissue brand endorsed by WWF.
Hosted by Kleenex Cottonelle and involving WWF and FSC®, the Pin to Make a Difference campaign was one of the first in Australia to leverage the social networking phenomenon, Pinterest, via an event aimed at educating mothers on making a sustainable difference in the home. It focussed on 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.
The campaigned reached in excess of 5 million Australians within all targeted mum media channels and it increased conversations in Australia about sustainability in and around the home by 1,100%+. Social conversations about Kimberly-Clark increased by 475%+ and reached 1.2 million Australian's via Twitter. Overall, the campaign reinforced the Kleenex Cottonelle brand's loyalty with mums and the brand was lauded as a Top 10 brand using Pinterest by Marketing magazine.