Sydney, November 29, 2012: Kimberly-Clark Australia, along with Ogilvy PR (Pulse Communications and Social@Ogilvy), has taken the top honours at the 2012 Forest Stewardship Council of Australia’s Annual Excellence Awards for Campaign of the Year with the Kleenex® Cottonelle® “Pin to Make a Difference” campaign.
The Forest Stewardship Council (FSC®) Awards reward and recognise the best marketing and promotional campaigns to promote the FSC® certification system, the world’s most rigorous environmental and social standard for responsible forest management. The awards aim to create a marketplace that fosters environmentally appropriate, socially beneficial and the economically viable management of the world’s forests.
Deborah Bauer, General Manager Family Care, Kimberly-Clark Australia, said “We are delighted to receive this prestigious award and it is reflective of our ongoing commitment to creating sustainably sourced products. By partnering with social phenomenon Pinterest, we were able to make sustainability more meaningful for mums by making it fun and relevant by providing practical tips on what they could do.”
Ogilvy PR CEO, Kieran Moore, said “Winning the FSC® Campaign of the Year for “Pin to Make a Difference” is testament to Ogilvy PR’s reputation as the leader in digital and social media. We’re incredibly proud of the team’s innovation and creative thinking in this space.”
The “Pin to Make a Difference” campaign was developed to create awareness of the Kleenex® Cottonelle® brand’s gold standard sustainability credentials as the first toilet tissue in the market to gain FSC® accreditation and Australia’s only toilet tissue brand endorsed by WWF.
Hosted by Kleenex® Cottonelle® and involving WWF and FSC®, the “Pin to Make a Difference” campaign was one of the first in Australia to leverage the social networking phenomenon, Pinterest, via an event aimed at educating mothers on making a sustainable difference in the home. It focussed on 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.
The campaigned reached in excess of 5 million Australians within all targeted mum media channels and it increased conversations in Australia about sustainability in and around the home by 1,100%+. Social conversations about Kimberly-Clark increased by 475%+ and reached 1.2 million Australian’s via Twitter. Overall, the campaign reinforced the Kleenex® Cottonelle® brand’s loyalty with mums and the brand was lauded as a Top 10 brand using Pinterest by Marketing Magazine.
For more information contact: Rebecca Tilly, STW PR, ph: +61 410 501 043
About Ogilvy Public Relations
Ogilvy Public Relations (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 85 offices across six continents. In 2012, Ogilvy was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effie Global Effectiveness Index, named Public Affairs Consultancy of the Year by the Holmes Report, won Consumer Consultancy of the Year in Asia Pacific (Holmes Report), and won the WPP global, top award (WPPed Cream, Crème de la Crème) for the fifth time in six years. For more information, visit our website at www.ogilvypr.com.au or follow us on Twitter at @ ogilvypraus.
About the Love Your Forests Campaign http://loveyourforests.org/
• In the past 10 years more than 1.3 million square kilometres of the world’s forests have been destroyed – an area roughly the size of Tasmania every six months. Most of these forests were biologically-rich tropical forests and home to such animals as orang-utans, tigers, and gorillas. Some of this logging is also illegal - it has been estimated that Australia imports more than $400 million worth of illegal timber and wood products each year.
• Love Your Forests is a way to help consumers choose products with FSC® Certification to help stop this destruction.
About FSC® Certification www.FSC®australia.org
• FSC® certification is internationally recognised as the world’s most rigorous environmental and social standard for responsible forest management.
• The wood sourced to produce Kleenex Cottonelle is from forests responsibly managed so they don’t destroy the habitats of protected species
• Kimberly-Clark is a global leader in “Essentials for a better life” in Consumer, B2B and Health Care markets.
• Kimberly-Clark Australia (KCA) is headquartered at Milsons Point, Sydney NSW.
• The company markets leading brands including KLEENEX® products, HUGGIES® products, the KOTEX® , POISE® and DEPEND® ranges, and VIVA® paper towel.
• Kimberly-Clark Professional and Kimberly-Clark Health Care represent the company’s B2B businesses.
• KCA employs over 1500 employees in Australia and operations include:
o Millicent & Mill: KLEENEX® Tissue, Kleenex® Cottonelle® Bath Tissue, and VIVA® Products
o Albury Mill: Nonwoven products, eg used in HUGGIES® Nappies
o Ingleburn Mill: HUGGIES® Nappies
o Distribution centres and sales offices in major capital centres