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Cottonelle was known as a bath tissue brand and wanted to be seen as a personal care brand.
Somebody asserted the problem rather than a document recording it. Who said it, and whether they had a stake, is named below.
How we know
"Kimberly-Clark's Cottonelle wanted to drive awareness of and increase engagement around its brand, shifting perception from one of a bath tissue brand to a personal care brand."
| Who says so | Linqia, the agency, quoting Kimberly-Clark's shopper marketing team. The Stevie Awards' own 2017 winners page independently confirms the campaign won its category. Read it |
|---|---|
| A second source | Stevie Awards' own 2017 American Business Awards winners page, independent of Linqia, confirms the Cottonelle campaign won a Marketing Campaign of the Year award in Personal Care. |
| What the agency was asked to do | Not published as a separate brief. The box was sold only through Target.com. |
| How that happened | Not published. Kimberly-Clark's Shopper Marketing team is quoted saying they chose Linqia for the depth of influencer education/brand alignment, but the case study does not say whether this was a pitch, RFP, referral, or existing relationship. Note: Kimberly-Clark ran a global creative/media RFP that landed with IPG, WPP, Publicis, and Omnicom, but that RFP covered creative and media agencies of record, not influencer agencies, and does not mention Linqia. |
| Recorded as | Cottonelle (Kimberly-Clark) |
Every other case where too many contracts and payments →
The other 2 cases where a brand hired Linqia →
← Every caseEvery case here carries the one link that proves it, and names who said it. Where that is the agency describing its own win, the card says so rather than hiding it. Cases where nobody ever documented a reason are not on this page at all. Brought to you by Influencer Advisory, your influencer marketing partner for supplement, health and beverage brands.