Kimberly-Clark is launching the second phase of a campaign for its forest-friendly toilet roll brand Kleenex Cottonelle built around mum bloggers and social bookmarking site Pinterest.
The ‘Pin to Make A Difference’ campaign, devised by Social@Ogilvy and Pulse Communications with involvement from environmental group WWF, will see mum bloggers take part in a ‘pinning competition’.
Using Pinterest, Mum bloggers will be invited to pin their tips on how to run a more sustainable household, such as choosing sustainable products in their weekly shop.
The idea is to raise awareness of the Kleenex Cottonelle brand’s credentials as a toilet paper that carries Forest Stewardship Council accreditation.
The event, billed as Australia’s first home-grown Pinterest brand initiative, is taking place on 2 May in Jones Bay Wharf, Sydney.
The identity of the bloggers has yet to be revealed.
Deborah Bauer, GM, Family Care, Kimberly-Clark Australia commented: “We know from our research that mums’ number one priority is providing the best home for her family, and that while she knows she could do more to be sustainable in the home, every day family priorities often take precedence. By partnering with social phenomenon, Pinterest, and going out to where our mums already are, we believe we can make sustainability more meaningful for mum by making it fun and relevant.”
Kleenex Cottonelle competes with toilet paper brand Livi, produced by Indonesia-based paper Solaris, which has been repeatedly attacked by Greenpeace for destroying vast swathes of Sumatran rainforest.
Phase one of the ‘Love Your Forests’ campaign saw Kimberly-Clark indirectly attack Solaris with images of orangutans and the line ‘Now there’s a toilet tissue that won’t wipe away his environment.”