Kleenex green toilet roll launches ‘Aussie first’ Pinterest mum blogger meet

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.