How Covid-19 affected perceptions of hygiene and cleanliness in the workplace across all sectors
The Background
During the first Coronavirus lockdown, Kimberly-Clark Professional™ commissioned Harris Interactive to conduct a survey about how Covid-19 has affected perceptions of cleanliness and hygiene in the workplace. Kimberly-Clark Professional™ then introduced the 360˚ Hygiene & Protection programme to help businesses get back on their feet and restore confidence by demonstrating that they are protecting everyone, and keeping premises safe. The programme offered a free virtual hygiene walk – bookable through a microsite.
The Objectives
For Project 360˚, Kimberly-Clark Professional™ approached its long term PR partner Suzanne Howe Communications with a brief to create a targeted campaign to promote the results of the survey and the availability of the 360˚ Hygiene & Protection programme and free virtual hygiene walk.
The campaign focused on different target groups, highlighting survey differences in each sector:
- Facilities Management
- Education
- Foodservice
- Manufacturing
- Healthcare
The key objective was to promote key messages including:
- Health and wellness
- Cleaning and hygiene
- Consumer confidence
- Workplace hygiene expertise
- Industry-leading advice
- Consultative approach
The Strategy
To demonstrate the position of Kimberly-Clark Professional™ as workplace hygiene experts, and to raise awareness of and the availability of the Kimberly-Clark Professional™ 360˚ Hygiene & Protection programme and free virtual hygiene walk to the various sectors by deploying a bespoke PR campaign, promoting a call to action via a microsite.
The campaign included tried and tested marketing and PR techniques such as press releases and features with selected media, plus targeting media newsletters, and supporting banners ads.
The target audience included specific digital and print media.
SHC maintains a bespoke media list across key sectors.
A press release was sent and coverage was received in the following media:
Facilities Management Journal; Facilities Management; FM Online; This Week in FM; Tomorrow’s FM; Health & Safety Matters; European Cleaning Journal; Cleaning & Maintenance; Tomorrow’s Cleaning; Network6; Cleaning Matters; Cleaning & Hygiene Today; The Cleanzine; Education Today; Educate Magazine; Further Education News; University Business; Public Sector Catering; Care Home Management; Caring UK; Machinery Market; Warm Welcome; Eat.Drink.Sleep; Campus Estate Management; Tomorrow’s Care; Industrial News; Handling & Storage Solutions; Manufacturing & Engineering Magazine; Manufacturing Management; GC Business Growth Hub; Machinery Trade International; and Aircraft Interiors International.
In addition, the Kimberly-Clark Professional™ 360˚ Hygiene & Protection programme was featured in the following print and digital publications:
Facilities Management Journal; Premises & Facilities Management; Tomorrow’s Cleaning; Cleaning Matters; Cleaning & Maintenance; European Cleaning Journal; Tomorrow’s Facilities Management; Food Manufacture; The Caterer; and Dairy Industries International.
The Results
The campaign ran from October 2020 to January 2021 and the story was still receiving coverage at the start of February, with more features planned.
The Kimberly-Clark Professional™ 360˚ Hygiene & Protection programme story appeared in 22 magazines and 37 websites: with an offline reach of 382,900 and an online reach of over 22,400. The coverage resulted in over 290 brand mentions and almost 40 shares on social media. The tone was entirely positive and the domain authority ranking was good, to excellent, for the majority of online coverage.
