Case Study
WypAll A Highly Segmented 360° Strategy to Redefine Communication
Challenge and Solution
WypAll®, one of the prominent brands of Kimberly-Clark Professional™, a leader in cleaning solutions for various sectors, faced a complex challenge. Despite having a strong offline market presence, its digital reach was limited and it struggled to connect effectively with its diverse audiences. The challenge was to deeply understand the needs and preferences of each segment to effectively communicate the products that truly meet their requirements, providing them with a personalized experience.
Our solution was to develop a 360° communication campaign that integrated WypAll®'s offline and online strategies for the first time. Under a solid brand concept: "Confidence in Every Clean," we created personalized content for each buyer persona through the most relevant channels, providing strategic support for their sales force. This strategy has allowed us to iteratively maintain their digital communication ecosystem harmoniously and relevantly in Colombia and Latin America.
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Methodology and Tools
1. Understanding the people behind the buyer:
Initially, WypAll® directed its communication towards an audience that had undergone a significant evolution influenced by social and economic changes.
Consequently, the perception of cleanliness also changed, and with it, the strategy to reach this target audience had to transform. To achieve this, we implemented advanced segmentation that involved reevaluating and defining buyer personas according to their behaviors, resources, pain points, and specific interests in 14 Latin American countries. This process allowed us to understand the different decision-makers and influencers to offer them personalized solutions.
2. Strategic and creative proposal for different stages in Latin America:
We designed and executed a comprehensive 360-degree experience to support the transition of WypAll®'s entire value chain. Our strategy was based on creating content and selecting specific channels, ensuring the right message was delivered to each target. We implemented various tools such as landing pages, email marketing, audiovisual content, and social media presence (WhatsApp, Facebook, LinkedIn, Instagram, YouTube), along with Paid Media strategies. These actions were coherently integrated with offline communication, specially designed to support the sales team through catalogs, guides, flyers, and POP materials, among other resources. We ensured that every aspect of this transition, from its activation to its current presence, reflects and highlights the brand essence to establish a strong and lasting connection.
TEAM
Over the last 5 years, we have perfected an agile cell where collaboration among various professionals has generated a unique vision of the needs of each Kimberly-Clark Professional™ segment. This approach has made a significant impact on our work and has become the key to the success of our mission.
Highlight each product with strategic and attractive visuals for the segments.
Craft persuasive and relevant messages with appropriate technical language.
Understands the brand’s needs and coordinates with the team to ensure service quality.
Ensure timelines and objectives are met at every stage.
Directs and leads the creative vision of campaigns, strategies, and tactics.
Captures the essence of each product and communicates it clearly and concisely to the target audience.
TEAM
Results
Results
The new communication strategy not only brought WypAll® into the digital world but also created a communication and experience ecosystem that, in just 5 months (June-October 2023), reached 116% of the target for a total of USD 235,000 in sales with repeat purchases. This transformation allowed WypAll® and Kimberly-Clark Professional™ to stand out in new channels, connect with different segments, and optimize their business strategy in Colombia to create a bond where customers feel the brand understands their needs.
The new communication strategy not only brought WypAll® into the digital world but also created a communication and experience ecosystem that, in just 5 months (June-October 2023), reached 116% of the target for a total of USD 235,000 in sales with repeat purchases. This transformation allowed WypAll® and Kimberly-Clark Professional™ to stand out in new channels, connect with different segments, and optimize their business strategy in Colombia to create a bond where customers feel the brand understands their needs.
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