1. Abraham Harrison LLC – Case Study for
Kimberly Clark HAI Watch Latin America
June 2011

2. Abraham Harrison LLC: Case Study - Kimberly Clark
Latin America
Challenge:
To extend brand awareness of Kimberly-Clark Health Care in Latin America by reaching out to the right target
audience. In particular, to increase visits to the “Not on My Watch” Latin American websites http://es.haiwatch.com
and http://pt.haiwatch.com.
The program “Not on My Watch” had been successfully implemented in the US and helped the company shorten the
distance between its customers. The primary goal of the Latin American Campaign was to do the same. Kimberly
Clark Latin America wanted to increase the visits to their websites while raising awareness of their role in helping fight
Healthcare Associated Infections. For this campaign reaching out to local Latin markets in their native language was
pivotal.

3. Abraham Harrison LLC: Case Study - Kimberly Clark
Latin America
Strategy:
Leverage the influence of bloggers to broadly increase awareness of the “Not on My Watch” site through earned
media.
On October 21, 2010, Abraham Harrison began a two-month blogger outreach campaign on behalf of Kimberly-Clark
Health Care in both Spanish and Portuguese. Over 2,000 healthcare and related-issues bloggers were contacted and
asked for their help to spread the word about the “Not on My Watch” site and the valuable resources it offered both
patients and healthcare professionals.
Sample blogs for outreach
Post garnered through AHLLC efforts

4. Abraham Harrison LLC: Case Study - Kimberly Clark
Latin America
Results:
Abraham Harrison identified blogger communities in the main markets of Latin
America and crafted appropriate message models tailored to each language
the results of the campaign were:
• Portuguese and Spanish website visits increased 500%
• Visits from Latin America to all Kimberly-Clark Health Care websites
increased 100%
• “No Durante Mi Turno” has garnered over 123 earned media mentions as a
direct result of Abraham Harrison efforts
• This has resulted in millions of highly localized quality impressions
In addition to garnering over 123 posts, Kimberly-Clark boosted their SEO
results and increased their Google Ranking. After our campaign they are now
on the first page of Google search results when seeking information on
Healthcare Associated Infection.

5. Further Questions?
We look forward to speaking with you again soon!
Mark Harrison
CEO Abraham Harrison
www.abrahamharrison.com
mharrison@abrahamharrison.com
+1.202.657.4769