To differentiate its brands in a crowded market, Kimberly-Clark wanted to move from being a manufacturing-led company to become more customer-centric.
Kimberly-Clark wanted feedback and insight from moms—the primary buyers of its childcare products—to help the company make better decisions about which products to develop and how to market them effectively.
Kimberly-Clark launched the Huggies Online Panel, an insight community of 3,000 Australian moms, powered by Vision Critical’s customer intelligence platform.
Marketers and product developers at Kimberly-Clark can reach out any time for insight to a community of moms, the company’s target audience.
“We can now ask mums all those little questions that we as marketers have on our minds and make decisions overnight,” says Alla Nock, Market Research and Analytics Manager, Kimberly-Clark Australia.
Kimberly-Clark’s customer community shares valuable information, tools and advice with members, fostering a two-way dialogue and increasing brand loyalty.