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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.
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