Schedule a Demo
Does My Company Subscribe?
Senior Brand Manager, Shopper Marketing, Kimberly-Clark
Attributing influencer marketing campaigns to sales is a continuous challenge for brands, but some are finding creative workarounds. Giving influencers promotional codes to share with their followers is one way that personal care-focused consumer packaged goods (CPG) company Kimberly-Clark is not only driving sales, but tackling the attribution dilemma. Jason Davis, Kimberly-Clark’s senior brand manager of shopper marketing, spoke with eMarketer’s Maria Minsker about how the company works to maximize return on investment (ROI) from its influencer campaigns.
eMarketer: How has Kimberly-Clark’s approach to influencer marketing evolved over the past few years?
Jason Davis: The importance of influencer marketing has grown exponentially. Consumers reach out to their online networks for advice on where to go on vacation or which products to buy because they trust those networks and, by extension, the influencers they follow. That’s why the ability to leverage influencers has become important, especially for certain brands like our adult feminine care business. In this area, convenience and discretion are important. Consumers want to talk to people who are going through the same issues that they are.
US Holiday Season* Retail Ecommerce Sales, by Shopping Day, 2016 & 2017 (billions and % change)
US Holiday Season* Retail Ecommerce Site Visit Share, by Referral Channel, 2017 (% of total)
Retail Mcommerce Sales in Japan, 2016-2021 (billions, % change and % of retail ecommerce sales)
Retail Mcommerce Sales in Sweden, 2016-2021 (billions, % change and % of retail ecommerce sales)
Retail Mcommerce Sales in Norway, 2016-2021 (billions, % change and % of retail ecommerce sales)
Asia-Pacific Retail and Ecommerce Sales: eMarketer's Updated Estimates for 2017–2021
Western Europe Digital Trends for 2018: GDPR, Harmonization, the On-Demand Economy and Voice
How Ecommerce Will Become Even More Like Social Media
Marketing in Asia-Pacific: Lazada Singapore Leans on Owner Alibaba’s Taobao to Draw Customers
Are Cracks Appearing in Germany's Preference for Cash?
Mcommerce Is Advancing in France