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A Holiday Specific Portfolio Geo Targeted Solution for Kimberly-Clark

THE CHALLENGE

Kimberly-Clark challenged Foundry 360 to stimulate Walmart-based purchases of Kimberly-Clark product lines (i.e. Viva, Kleenex and Cottonelle) during the holiday season and leverage the brand heritage of Better Homes and Gardens to connect with shoppers.

THE SOLUTION

We created a series of custom publications that paired Kimberly-Clark product lines with exclusive Walmart – Better Homes and Gardens holiday items. Other tactical solutions were:

  • Geo-targeted distribution via select issues of Better Homes and Gardens polybag program to households near a Walmart store
  • Custom photography featuring quick tips for getting your home guest ready for the holidays
  • Happy Thanksgiving!- poly-bagged within Better Homes and Gardens November issues
  • Happy Holidays!- poly-bagged within Better Homes and Gardens December issues
  • Custom e-mail blast to a targeted segment of its consumer database (lives near Walmart, children at home, holiday entertaining enthusiasts)

RESULTS

The program exceeded benchmarks and client expectations. Due to client confidentiality we are unable to release specific metrics. However, we reached over 500,000 consumers per issue and reached 2.5MM+ highly targeted consumers

 

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