1. Mobile Moms: How Mobile Changes the Way We Talk to Moms
Kyle Mengwasser, Digital Strategy & Planning, Kimberly-Clark
@Meeswonger @KCCorp
Event hashtag #MobiU2012
Presented by the Heartland Mobile Council

2. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
AGENDA
• Mobile landscape
• How Moms use mobile
• How Kimberly-Clark uses mobile
• Baby & Child Care: Huggies
• Family Care: Cottonelle
• Adult & Feminine Care: Poise
• What’s next?
• Takeaways

3. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
MOBILE LANDSCAPE
• 67% smartphone penetration for North American mobile users
• Projected to be 88% in 2014
• 45 billion app downloads
• 117 million tablets shipped
• 24 million ebook readers shipped
• Mobile web will overtake desktop web in 2013
Source: eMarketer 2012, ComScore 2012, IDC

4. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
MOBILE SHIFTS HOW MEDIA IS CONSUMED…

5. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
AND HOW BRANDS ENGAGE WITH CONSUMERS

6. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
Source: motherdistracted.blogspot.com

7. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
Source: interactive advertising bureau

8. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
Source: mobile marketing watch

9. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
HOW MOMS USE MOBILE
• Moms spend more time with online media than all other media combined
• Including TV, print, radio
• Moms spend 2x more time online than general population
• Beyond family and friends, Moms turn to social media and online info
sources for tips, support and advice
• Moms primarily use smartphones and tablets to go online
• Shopping implications
• Co-watching/simultaneous usage implications for advertising and marketing
across channels
• TV and tablet, TV and smartphone
Source: BabyCenter, 21st Century Mom Insights, 2012

10. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
HOW KIMBERLY-CLARK USES MOBILE
• Kimberly-Clark develops an always-on framework for each brand:
• Digital
• Social
• Mobile
• CRM
• eCommerce
• Brand.com
• Always on components work in collaboration with commercial programs

11. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
HOW KIMBERLY-CLARK USES MOBILE
• Mobile can play a key role at critical points throughout the consumer journey
Stage 1 Stage 2
Mobile Apps SMS Email 2D Tags
Web

12. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
HOW KIMBERLY-CLARK USES MOBILE
• Mobile is a key channel and channel connector in the media ecosystem
TV Direct
CRM Mail
Retail Brand.com
eCommerce
eCommerce
Consumer
Experience
Search
Social
Mobil OLA
e Print

13. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
HOW KIMBERLY-CLARK USES MOBILE
• Mobile is a key channel and channel connector in the media ecosystem
TV Direct
CRM Mail
Retail Brand.com
eCommerce
eCommerce
Consumer
Experience
Search
Social
Mobil OLA
e Print

14. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
HOW KIMBERLY-CLARK USES MOBILE

15. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
HUGGIES
• Huggies mobile traffic has increased more
than 2x in past year
• Half of consumers view brand emails on
mobile device
• Huggies understands that their mobile
Moms are in shopper mode
• Huggies mobile site caters to shopping Mom
• Quick Product info, Ratings & Reviews, Diaper
Finder, Mommy Answers, Deals, Coupons
• Adding more mobile-optimized content, features
and functionality
• Test & learn approach with SMS, tools like
Shopkick, 2D codes
• App exploration
• Tablet planning

16. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
COTTONELLE
• Cottonelle mobile traffic doubled over past year
• 1/3 of consumers view brand emails on mobile device
• Cottonelle is focused on enabling socialization of content
• Brand.com is not the destination, it’s a gateway into a broader conversation
• Cottonelle taking responsive approach across brand.com, tablet and
smartphone

17. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
COTTONELLE

18. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
POISE
• Poise mobile traffic increased 50% in past year
• ¼ of consumers view brand emails on mobile device
• Mobile plays a unique role for Poise
• Seeking information, help, answers, support
• Need solutions and direction
• Consumers want discretion

19. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
POISE

20. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
WHAT’S NEXT?

21. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
TAKEAWAYS
Source: eMarketer 2012, ComScore 2012

22. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
UNDERSTAND MOM

23. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
TEST & LEARN

24. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
DON’T FORGET ABOUT KIDS

25. #MobiU2012 @twitterhandle @company
#MobiU2012, @Meeswonger @KCCorp
DON’T FORGET ABOUT DAD

26. Mobile Moms: How Mobile Changes the Way We Talk to Moms
Kyle Mengwasser, Digital Strategy & Planning, Kimberly-Clark
@Meeswonger @KCCorp
Event hashtag #MobiU2012
Presented by the Heartland Mobile Council