Kleenex Cottonelle launches Pinterest campaign via Ogilvy’s PR and Social Media divisions

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Screen shot 2012-04-11 at 5.37.31 PM.jpgKleenex Cottonelle Toilet Tissue, via Ogilvy PR’s Pulse Communications and Social@Ogilvy teams, 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, Jones Bay Wharf Sydney.

The ‘Pin to make a difference’ initiative is designed to complement the Kleenex Cottonelle ‘Love Your Forests’ TV campaign, which launched in August last year via JWT Sydney, 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.

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

Says Deborah Bauer, general manager, Family Care, Kimberly-Clark Australia: “We know from our research that mum’s 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.”

Says Brian Giesen, Social@Ogilvy director: “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.

The campaign is currently airing across all metro TV stations as well as Pay TV channels.


PR Agency: Pulse Communications

Social Agency: Social@Ogilvy

Creative Agency: JWT