[Case Study] Kimberly-Clark & eYeka: Changing Consumer Behaviours through a Campaign
Автор: eYeka
Загружено: 2017-06-27
Просмотров: 1499
Описание:
Kimberly Clark, maker of Kleenex and Scott tissues, launched “the most significant category innovation since toilet paper first appeared in roll form in 1890”, moistened wet toilet paper.
The biggest challenge was to change consumer behaviours and create a new habit, especially with a topic that people rarely think about. Kimberly-Clark turned to eYeka to find ideas to crack the way it communicates around moist toilet tissue, disrupting the category and resonating emotionally with consumers.
eYeka’s creative community submitted 92 print ads and 26 videos which were grouped into 4 creative routes, filtered through local lenses in a co-creation workshop involving Kimberly-Clark team from 8 Asian Markets and agency partners.
The winning video inspired the agency to develop the campaign idea for Thailand. A TVC #LovemyBum was developed focusing on what a butt has to go through in daily life.
“eYeka’s output gave us new ways to communicate, inspiring us to talk about the bottom in a creative way and make the conversation for a low involvement product like toilet tissues more fun and involving.”
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