Earned-first creative agency We Are Different has been appointed to the Australian consumer PR account of global personal care manufacturer, Kimberly-Clark.
Different will lead integrated PR campaign and media relations opportunities for Kimberly-Clark’s roster of iconic brands, including Huggies, U by Kotex, Kleenex and Poise.
The agency’s first campaign for Huggies involved the ideation and launch of Huggies Sister Scrubs, a special uniform for First Nations Midwives that helped profile and champion the vital care they provide within Aboriginal and Torres Strait Islander communities. Launched in partnership with the Rhodanthe Lipsett Indigenous Midwifery Charitable Fund, the campaign stretched across earned, owned and influencer channels, helping profile the need for more First Nations Midwives who play an essential role in improving health and wellbeing of Aboriginal and Torres Strait Islander babies.
Cristy Riddell, senior marketing director from Kimberly-Clark Australia, said: “We continue to advocate the role of earned media in driving both communication and commercial outcomes for our brands. Different has impressed with its passion and creativity, as well as the team’s understanding of our business and role of earned within it. Our partnership has already driven significant results that speak for themselves.”
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