EXECUTIVE SUMMARY

Kimberly Clark Corporation (KMB), a global health and hygiene company, with a strong portfolio of
daily use brands sold across 175 countries, has one of its brand, Huggies, without a real identity in
North America, as mums are either going upscale, choosing Pampers or going down-market with
Luvz. As a result, Huggies is losing its market share and has its profit margin drop from 10.3% to -
1.7%.

Still in North America, a study was commissioned by Huggies on “Diaper Need” and it revealed that 1
in 3 American moms in the U.S. and Canada are struggling to provide diapers and have had to cut
back on basic essentials, like food, utilities or child care in order to afford enough diapers for their
children.

Revealing this issue created an engagement as some mothers show support by giving out left-over
diapers and others, through formal donations to the National Diaper Bank Network, (NDBN), which
is a leading national movement in America that aims to provide access to clean, dry diapers to babies
and families.

This is an opportunity for Huggies to partake in a Corporate Social Responsibility (CSR) by providing
diapers for these families; and increase sales figure.

This report aims to use PR as a campaign tool to achieve the company’s objective of regaining its
market share and also create awareness of the diaper need in America within 6 months.

The strategy implemented is a part of CSR, titled “every bottom counts” aimed at donating 500,000
diapers by December 25th through the NDBN to families in need. It involves Cause Related
Marketing, where Huggies uses various tactics which includes: creating a website, using social media,
bloggers and ambassadors, feature article and press release to promote the campaign.

The primary target audience of the campaign are mothers with babies and expecting mothers, while
the secondary target are fathers, media, opinion leaders and family members. The target audience
are encouraged to join the cause by buying a labelled diaper pack, post pictures of their babies
online, from selected stores and websites, and for each action; one diaper goes to the NDBN.

An extension of the strategy is the Huggies #SpecialHug, where any baby born in Ronald Reagan
UCLA hospital on December 25th 2015, would be treated to a 6 months’ supply of diapers. Every
other baby born that day would be given one free diaper pack.

The success of the campaign would be measured by: quantity for the publications with the formula
Ι=∑𝑎°𝑏°; social mentions; number of visitors on website; number of bloggers; number of emails
received for #SpecialHug and amount of diapers donated by December 25th.

At the end of the campaign, the market share of KMB should increase and to an extent, the number
of families suffering from diaper need would be reduced.