Kimberly-Clark Australia appoints We Are Different as new PR agency partner

Global personal care manufacturer, Kimberly-Clark, has appointed earned-first creative agency, We Are Different, to support its consumer PR work across Australia.

Different will lead integrated PR campaign and media relations opportunities for Kimberly-Clark’s roster of iconic brands, including Huggies, U by Kotex, Kleenex and Poise.

The agency’s first campaign for Huggies involved the ideation and launch of Huggies Sister Scrubs– a special uniform for First Nations Midwives that helped profile and champion the vital care they provide within Aboriginal and Torres Strait Islander communities. Launched in partnership with the Rhodanthe Lipsett Indigenous Midwifery Charitable Fund, the campaign stretched across earned, owned and influencer channels, helping profile the need for more First Nations Midwives who play an essential role in improving health and wellbeing of Aboriginal and Torres Strait Islander babies.

Says Cristy Riddell, senior marketing director from Kimberly-Clark Australia: “We continue to advocate the role of earned media in driving both communication and commercial outcomes for our brands. Different has impressed with its passion and creativity, as well as the team’s understanding of our business and role of earned within it. Our partnership has already driven significant results that speak for themselves.”

Says Stuart Terry, founder and director of We Are Different: “It’s an absolute thrill to be trusted with Kimberly-Clark’s portfolio of iconic and beloved brands. The work represents the power of earned-first creative ideas to truly cut through, drive consumer engagement and increase brand loyalty. We’re excited to be doing things differently together.”

Different’s partnership with Kimberly Clark caps off an incredible first half of 2022 for the earned-first creative agency, now entering its third year of business. The agency recently picked up eight trophies at PR Awards Asia and made several new staff appointments. Different’s client roster includes Kimberly Clark, Bayer, HelloFresh, Snapchat and Vivo Mobile.