Kleenex® Cottonelle® wins Gold Sabre Award

Pin To Make A Difference

The Kleenex® Cottonelle® brand has won the Gold Sabre Award for Marketing to Women for the 'Pin to Make a Difference' campaign that was launched in May this year. The campaign was selected over some tough nominees including Vaseline, GHD, eBay and Darrell Lea Father's Day.

The Sabre awards are global PR awards that recognise outstanding work that is innovative, creative and has a proven business impact on brands. They are judged by a panel of PR industry leaders and awarded annually for best campaigns in Asia Pacific.

The Kleenex Cottonelle winning campaign was an innovative and integrated campaign which saw the Kleenex Cottonelle brand tell the story about everyday sustainability in and around the home through the platform of 'Pin to Make a Difference'. The campaign also saw Kimberly-Clark positively recognised by the industry for taking the bold step of using Pinterest, a relatively new social media phenomenon, in which to engage women on this theme.

The campaign had an overall reach in excess of 5 million Australians within targeted mum media channels, and it fuelled the sustainability conversation. It helped to increase awareness of Kleenex Cottonelle's association with WWF and FSC, and as a result of the campaign, the brand ranked as a top 10 brand using Pinterest (Marketing magazine) and one of the 8 Australian Brands to Watch on Pinterest (the Village Agency).

Marketing manager, Michelle Rossier said "We took a big risk by adopting a brand new social media platform like Pinterest, but it paid off in spades. The campaign was high impact and helped empower mums to realise that they can make a sustainable difference."