Building loyalty and acquiring customers
Kimberly-Clark partnered with RevTrax to develop a new destination brand site and establish its own multi-brand distribution portal. The goals of the brand portal were to (1) increase household penetration by giving consumers the opportunity to try more Kimberly-Clark brands and sign up to receive information on those brands (2) build and own a distribution channel without needing to rely on third-parties.
- Acquire new consumers
- Drive incremental purchases
- Encourage new brand adoption
With the new brand site that was developed and powered by RevTrax, Kimberly-Clark was able to drive millions of transaction to date, 38% which were new purchases. Results from the portal showed that the average number of new brand adoption per consumer acquired was 2 times higher than standalone offer experiences. Regardless of how or where a consumer was acquired and whether they came back to the brand portal or had standalone offer experiences, all subsequent purchase experiences increased the average number of brands purchased per consumer.
The Kimberly-Clark brand portal has been an enormous success. It has acquired new consumers, driven incremental purchases and increased brand adoption with minimal paid media support. Most consumers who have come to the brand portal have engaged with Kimberly-Clark brands that they had not engaged with before, allowing Kimberly-Clark to re-target consumers and strengthen loyalty across multiple brands.