Case Study:
Kimberly-Clark Corp.
Industry: Manufacturing (Consumer Packaged Goods)
Services Provided: Public Relations, Thought Leadership, Media Relations
Project Goals & Challenges
Kimberly-Clark partnered with Pierce PR to strengthen its brand reputation across core drivers—sustainability, innovation, and talent—through a formal thought leadership program for its senior leaders.
Key Challenges:
- Needed to enhance visibility of the corporate brand alongside its well-known consumer products.
- Sought to better engage key stakeholders (media, investors, partners, talent) and reinforce its global purpose: Better Care for a Better World.
- Required a strategic, scalable approach that could be integrated across internal and external communication channels.
Our Strategic Approach
1. Strategy Outline:
We developed a comprehensive PR strategy for each executive, including tailored speaking bios, LinkedIn recommendations, positioning and key messaging documents, and targeted media and speaking opportunities. We also provided customized media training for each executive.
2. Unique PR Tactics:
We pursued - and secured - strategic opportunities that the company hadn’t explored previously, bringing creative ideas to the table along with white glove service and ensuring we had a comprehensive strategy in place to maximize the ROI with every opportunity and expand the reach across both internal and external channels.
3. Key Campaign Elements:
Development of tailored executive PR plans, professional media training sessions, personalized preparation for high-visibility engagements, analytics and feedback post-engagement, strategic digital content creation.
Unique Tactics & Execution
Media Coverage Achieved
Results & Impact
Speaking Engagements Secured: TEDx, Kellogg Marketing Leadership Summit, Sustainable Brands, Reuters Supply Chain USA, and more.
Media Coverage Achieved: Forbes, Consumer Goods Technology, Cheddar, CMO Podcast, Marketing for the Now, and additional top-tier outlets.
Reputation Boost: The Reputation Fellows program contributed to Kimberly-Clark’s improved ranking on the Global RepTrak® 100, a key corporate reputation metric.
Speaking Engagements Secured:
Media Highlights
- Forbes: How Covid-19 Led Kimberly-Clark To Embrace A More Agile Way Of Working
- Consumer Goods: How Kimberly-Clark Is Modeling Its RGM Strategy Like an Innovation Pipeline | Consumer Goods Technology
- Consumer Goods: Tech Transformation Podcast: Kimberly-Clark’s Jeannette Chantalat On New KPIs for Sustainable Innovation | Consumer Goods Technology
- The CMO Podcasts: Alison Lewis & Pree Rao (Kimbe - The CMO Podcast - Apple Podcasts
David Kellis, Global Head of External Communications & Impact, Kimberly-Clark (Parent company of Huggies®, Kleenex®, and Cottonelle®
I'd highly recommend Pierce PR to organizations of any size. The agency is strategic, buttoned up and meticulous about execution. On top of that, they are flexible and a pleasure to work with.
Conclusion & Takeaways
Launching a successful and sustainable thought leadership program required an organized, thoughtful and highly strategic approach where Pierce PR served as a true extension of Kimberly-Clark’s global communications team. This program became a model for the company’s regional communications teams around the world and meaningfully impacted Kimberly-Clark’s reputation in a challenging external environment with a complex array of stakeholders.
Reputation Fellows ultimately showcased the power of thought leadership to add value to the bottom line and positively influence corporate reputation – but only with the right team in place to execute a tailored strategy that accelerated the program’s momentum over time.
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