How Kimberly-Clark collaborates with YouTube Creators to share authentic brand stories
“Consumers love to hear from a trusted point of view about how our products have helped benefit them and their lives. And that’s what the creators have really brought forward,” says Brad Moranchek, head of global media at Kimberly-Clark. He is joined by Amy Margolies, head of business at YouTube BrandConnect, to share how the brand’s collaboration with YouTube Creators uses first-party data to match the right audience with authentic, compelling stories about its products.
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Brad Moranchek: At Kimberly-Clark, being consumer-centric is really important. Consumers love to hear from a trusted point of view about how our products have helped benefit them and their lives, and that’s what the creators have really brought forward. People subscribe to the creators’ channels because they believe in what the creators have to say and value their points of view. With BrandConnect, YouTube has such a vast array of creators to tap into. You really get the best of both worlds.
As an advertiser, you get creators talking about their personal experiences with your product. So true, word of mouth advertising, but you also still have some of the control that’s really important. It makes it really easy for Kimberly-Clark to reach a variety of different audiences, because the creators represent those different audiences. It actually brings the audience to you versus you having to go out and find them.
Amy Margolies: We’re using first party Google data to match creators and brands to find the audience that is right for the content. We see YouTube as such a strong performer in driving through to conversion and people actually buying the product. They know their audiences. They’ve made a life and business out of being on the platform.
Moranchek: With Cottonelle Flushable Wipes, the creators were able to tell a variety of stories about how they’ve used our product in different situations that were very natural and specific to what mattered to their audience. So things from after working out, after traveling, before a big date night, all those types of stories came out in a way that we typically could not do in a regular television ad.
What’s been really impressive to see is the immediacy of some of the results that we get. So, for example, Cottonelle Flushable Wipes got huge search results and people wanting to learn more about our products than they had before they saw the videos.
Margolies: Users took immediate action after seeing this content. And these are the highest search lift results that we’ve seen for Kimberly-Clark to date.
Moranchek: With Goodnites, what we saw while the videos were playing is we ran a shopping shelf down below, which gave consumers the opportunity to immediately click to and buy our product. And we had 7X the normal click-through rate when that unit ran, which means that there was a connection happening with the parents watching the videos that, “this is a product that I’ve been meaning to get, but we have not purchased recently.” And they were able to do it while the video was playing.
Margolies: They were able to measure the impact of the content. We can see the shopper actually clicking through and driving through to purchase.
Moranchek: What’s great about Brand Connect is that all of the measurement is included in the program. You can choose from a variety of different measurements and studies that help measure the performance of your campaign, from fast-moving metrics like search lift to awareness metrics or consideration metrics.
These creators are delivering their personal testimonials about their experiences with our products, and that’s really important for their audience, because their audience is tuned in to get tips and advice. They appreciate their perspective. They’re like a trusted friend, and that’s what makes them the perfect person to talk about our products.