Kimberly-Clark uses social quiz to woo talent| filed under: Gerris Corp, Case Study, Client, Kimberly-Clark, Influencer Outreach, Micro-Influencer Marketing
Kimberly-Clark created a BuzzFeed-inspired quiz to discover their own Original Thinker type and then are rewarded with a new emoji badge suitable for social sharing, as well as an invitation to find out about original thinkers at Kimberly-Clark.
Are you an original thinker? You can quickly find out by taking the Welcome Original Thinkers Quiz (WOTQuiz)—I’m an Adaptor:
“You enjoy exploring every side of an issue and like a wicked great maestro you tease out the positive in each approach. Your resourcefulness and ability to easily adapt to the latest input often makes you the one who finds answers to the most challenging questions.”
What did you get? Please be sure to let me know in the comments.
Kimberly-Clark is looking for bright, talented thinkers who are eager to explore ideas, solve problems, and be part of collaborative teams and a performance-based culture that is focused on being number one in its markets. They’re using this online quiz to help prospective employees learn what kind of thinkers they are, what kind of jobs they’d best fit, and in the process, show that the 144-year-old paper and personal-care products company and its Neenah home base are cool and offers a balance of life that’s probably more fulfilling than a lot of other places. Kimberly-Clark’s culture is one where employees can and do routinely turn their ideas into winning, profitable and life-changing solutions.
As part of this campaign, my agency, Gerris Corp, is helping Kimberly-Clark get the word out using an extensive and aggressive earned-media micro-influencer marketing campaign in close formation with Kimberly-Clark’s People Strategy department and their AOR, Relish Marketing.
I first worked with Kimberly-Clark back in 2008 to help reduce the spread of healthcare associated infectionsand, after eight more years, we get to work together again. From HAIWatch to WOTQuiz!
Again, this is a campaign where we’re targeting influencer verticals in order to engage them, share the quick fun quiz with them, and then brief them on what the campaign’s about and why Kimberly-Clark is promoting a personality quiz in the first place.
So far, people are in love with the different types of personality types, including the dreamer, analyzer, disrupter, muse, adaptor, nonconformist, maker, and inventor.
Our goal is the same as the goal of the quiz: get folks to take the quiz, find out their Original Thinker type, and then share their emoji badges via social media, sharing with all their friends via Facebook, LinkedIn, and Twitter.
Sounds easy, but easier said than done. “If you build it, they will come” never works so we get to be the vanguard of the movement, sparking and catalyzing all viral-making fun!
In support of this campaign, we’ve built a gorgeous Social Media News Release (SMNR)—wotquizinfo.com—the nicest one we’ve ever built for a campaign, and we’ve registered a bespoke domain name, wotquiz.com, to make sure everything is very simple and accessible to anyone we message.
Earned media micro-influencer marketing doesn’t need to be limited to consumer campaigns for unicorn companies like Skinny Coconut Oil. Earned-media micro-influencer marketing works beautifully in the service of hearts and minds campaigns such as quizzes, tests, and polls.
Let me know if you have any questions. If you’d like more information, feel free to contact me.