Theme 1

Innovative Consumer Engagement for Kimberly-Clark

In today’s data-driven world, brands are increasingly focused on acquiring first-party data and building 1:1 connections with consumers across channels like email, SMS, and messaging apps. For K-C, this is crucial, especially in categories like diapering, where consumer lifecycle is brief (2-3 years). Traditionally, Kimberly-Clark’s pre-natal email journeys provided expectant parents with informational support, while post-birth communications became more promotionally focused. However, limited email engagement, due to low open rates and competition with other mother-centric platforms, has posed challenges. Recently, Kimberly-Clark shifted its CRM efforts to messaging apps like WhatsApp, achieving significantly higher engagement. Building on this momentum, we aim to explore optimal platform strategies and innovative consumer journeys, setting the stage for lasting, personalized connections.

Theme 2

Powering Social Discovery with Next-Gen Content

With content increasingly driving the Awareness-Interest-Purchase-Loyalty (AIPL) journey, K-C recognizes the need to elevate its content strategy, especially through creator-led and user-generated content, which is over six times more influential than branded content. To lead in content-led social discovery, K-C aims to partner with key opinion leaders (KOLs) across global markets, building on successful models in China and Indonesia. The goal is to expand beyond social platforms and create capabilities in Content Incubation, Distribution, and Engagement.

Theme 3

Optimizing Enterprise Systems

Kimberly-Clark is focused on leveraging advanced technologies like AI and Gen AI to drive significant operational efficiencies across critical business areas. With complex supply chains, rising retailer demands, and the need for rapid insights, K-C aims to enhance its enterprise applications to stay competitive and agile. This hackathon challenges teams to explore AI opportunities within core processes and develop a unified copilot solution to empower K-C teams.