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Kimberly-Clark leverages social media in integrated campaign


Kimberly-Clark has teamed up with Grammy-nominated singer-songwriter Christina Milian to launch an integrated Celebrate Family UNity ("FUN") platform that leverages social media to not only retain existing consumers but also to reach out to new ones.

An integral part of the program is the Family UNity ("FUN") Song web app where families can customize their own "FUN song," share it on social media and download it as a ringtone.

Now through July 20, people can visit to get their own custom FUN song by answering some questions to share about their family and picking a hip-hop, rock or Latin beat. The app then instantly composes a custom MP3 song about them to whichever beat they choose.

"The Kimberly-Clark Celebrate Family UNity program is a great way for all families to celebrate the unique bonds that only they share," said Milian. "Music is a universal language that connects families across all cultures, including my own, and it's our goal to inspire more families to embrace their togetherness with the FUN program."

In California, residents who participate in the program by creating their own custom Family UNity (FUN) song will be entered for a chance to win a live recording session with Milian where she will record her version of their family song. California consumers will also receive coupons for Kimberly-Clark products such as Huggies, Pull-Ups, U by Kotex, Kleenex and Scott, which will escalate in value as their FUN song is shared with others in social media — more shares mean more value on the coupons.

The program is being activated in California at Wal-Mart, Target, Walgreens, Food4Less and Safeway stores.

"We're excited to partner with Christina Milian to help elevate the Family UNity message through this new integrated program," said Lizette Williams, head of Kimberly-Clark's multicultural strategy team and program lead. "The Celebrate FUN platform will truly allow Kimberly-Clark to be mom's partner in her quest to keep her family together in a fun and innovative way. Our product portfolio has something for every member of the family — from Huggies diapers to Kleenex facial tissue."

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