English (US)
Case Study
A single multi-segment strategy that redefines the value of comprehensive hygiene solutions
Challenge and Solution
Challenge and solution
Kimberly-Clark Professional™, a global leader in hygiene solutions for work environments, had a robust portfolio of products designed with specialized technologies that were able to adapt to different industries. However, up to that point, his communication had been addressed to a general audience, focused on the benefits of the products and without taking into account the particular pains from different industries, What limited its reach and impact.
Since 2019, we have been working together with KCP in its process of evolution towards a digital strategy more aligned with the B2B ecosystem. But this project represented a turning point: his first 360° campaign with a completely focused approach multisegment, What It marked a milestone in the way the brand approaches its communication.
The challenge was to unify a strategic concept that could be adapted to each of the five key industries, without losing coherence or power in the message. Although the brand had already identified the Manufacturing, Food Service, Food Processing, Office Building and Health Care segments, they all received the same speech. Our proposal was to turn that technical portfolio into a empathetic, understandable and personalized narrative and, thus, create a visual and discursive architecture where audiences in each segment could recognize themselves in their own messages, solutions and moments of use. A strategy that not only made visible the value of the brand, but it also allowed capitalize on new opportunities in markets where it was not possible to connect before.
The result: a strategy of multisegment communication which makes visible the real value of the brand's comprehensive solutions. Same strategy, different messages. Different contexts, same level of demand.
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Methodology and Tools
METODOLOGÍA Y HERRAMIENTAS
Methodology and Tools
We created an agile cell with professionals in design, writing, content, audiovisual and digital strategy. La constant and fluid communication between teams and customers allowed us to build a robust and coherent campaign, taking care of every decision from ideation to final implementation.
We are able to map and interpret the different profiles and moments of use within each segment, which allowed us to go beyond a superficial categorization. We understood that it was not enough to identify what solutions the brand offered; it was necessary to detail precisely which one worked best, in what context, for whom and how it should be applied.
This deep understanding led us to design a clear message system, understandable and easily adaptable according to the audience. Hypersegmentation, in that sense, it not only involved recognize the main pain and solutions by segment, But also adjust the communication flow in the customer's internal processes. This joint work allowed us to evolve as an agency as well: to refine our own methodologies and accompany the brand not only from the creative execution, but also from the strategic reformulation of its value proposition.
Three major learnings from this process:
1. Hypersegmentation goes beyond the product: it's about understanding moments, spaces and decision makers.
2. Accompany from the strategy allows you to change not only messages, but also processes.
3. Communicate comprehensive solutions requires designing comprehensive messages
We created an agile cell with professionals in design, writing, content, audiovisual and digital strategy. La constant and fluid communication between teams and customers allowed us to build a robust and coherent campaign, taking care of every decision from ideation to final implementation.
We are able to map and interpret the different profiles and moments of use within each segment, which allowed us to go beyond a superficial categorization. We understood that it was not enough to identify what solutions the brand offered; it was necessary to detail precisely which one worked best, in what context, for whom and how it should be applied.
This deep understanding led us to design a clear message system, understandable and easily adaptable according to the audience. Hypersegmentation, in that sense, it not only involved recognize the main pain and solutions by segment, But also adjust the communication flow in the customer's internal processes. This joint work allowed us to evolve as an agency as well: to refine our own methodologies and accompany the brand not only from the creative execution, but also from the strategic reformulation of its value proposition.
Three major learnings from this process:
1. Hypersegmentation goes beyond the product: it's about understanding moments, spaces and decision makers.
2. Accompany from the strategy allows you to change not only messages, but also processes.
3. Communicate comprehensive solutions requires designing comprehensive messages
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TEAM
A crew aligned at every step to achieve the creation of a robust and coherent communication ecosystem of more than 200 materials including landing pages, ebooks, blogs, emails, social networks, one pagers, product videos, testimonials, internal communication, production of events and activations, stand design, backings, totems, photo frames and more.
Art Director:
Creation of the campaign visual identity, direction of photographic art and visual supervision of all assets.
Designers (3)
Identifying colors and designing graphic messages visually adapted by segment.
Creative Writer and Editorial Director:
Identification of messages adapted to the language and pain of each industry.
Creative Director:
He led the strategic integration between segments.
Account Director and Project Manager:
Guarantors of technical monitoring and communication with the customer.
Community Manager:
Real-time event and content coverage.
Audiovisual equipment:
Pre-production, production and post-production of content.
TEAM
Results
Results
Beyond a campaign, we designed a strategy that transformed the way in which KCP communicates with each of its segments. We help them to discover and articulate your competitive advantage: the ability to design specific solutions for the real pain of its customers.
The project allowed humanize the brand language and, thus, move away from a technical tone to empathetically connect with those responsible for each work environment. This not only strengthened its position, but it also opened new business opportunities by penetrating markets where their solutions were already viable, but they had not been communicated in a relevant or contextualized way to their audiences.
At TreSPI we believe that accompanying a brand is not just running a campaign, but rather to build a shared vision. This case was a clear example of what happens when strategy, creativity and execution work hand in hand with the same objective: to help brands connect, segment and transform.
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