Kimberly-Clark is giving its customers some respect with the new HuggiesMomInspired.com website and grant program.
Instead of holding yet another giveaway contest or asking mommies to write in how they “feel” about being, well, … mommies, the company is acknowledging the other dimensions of mothers’ lives and requesting business proposals for funding consideration.
Grants of $15,000 each will be awarded to “mompreneurs” who have viable business ideas and can demonstrate not only need, but also a solid plan for how they will use the grant.
According to a 2008 report from the National Association of Women Business Owners, moms start new businesses at twice the rate of business as a whole. Yet only 3% of all venture capital funding goes to women.
This is a smart marketing strategy for the Huggies brand. The program gives a shout-out to customers, acknowledging that being a woman with children doesn’t define who you are.
For about a quarter of the cost of one produced television ad, the program has impact and, if managed correctly, could grow into one of the most innovative, important online marketing strategies to date.
What do you think? How can Kimberly-Clark enhance the marketing impact and grow the program to be as powerful as Dove’s “Real Beauty” campaign?