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Kleenex Cold Care went on to be one of the most successful new product introductions that Kimberly Clark had ever seen.
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Kleenex was introducing a new, 3-layer tissue called Kleenex Cold Care (KCC). However, they were struggling with how to persuade consumers to try this new tissue over other alternatives in test marketing efforts despite it being a uniquely differentiated product feature: KCC was the only tissue with 3-layers of protection. Yet, consumers were not motivated by this functional strategic messaging.
I was the lead consultant on the project and was the point person for helping KCC find a motivating selling proposition for the new brand. The process was to analyze the database of advertising and corresponding business results that was available to me. After ranking thousands of ads and confirming that the point of difference approach "should be" working, I looked further into the top performing ads that were coded to contain points of difference by watching them. I noticed that the best performing ads were delivering an emotional point of difference, not a functional or rational one! So my recommendation to KCC was to strategically position as: "You'll be a better mom by keeping your kids hands cleaner from germs by using our new tissue which is the only one with 3 layers of protection". Magic ensued!
Kleenex Cold Care went on to be one of the most successful new product introductions that Kimberly Clark had ever seen.
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Kings of Diamonds is a busy and successful ecommerce diamond merchants in Hatton Garden, London. KOD had been running Paid search across GoogleAds and Google Shopping for over six months before reaching out to Delta Marketing.
The paid search campaigns were delivering a positive ROAS but results fluctuated by month and were too unpredictable to enable the business to plan customer numbers and work loads
It was an eight-week engagement to conduct an SEO audit for a section of the client's site. I managed an offshore resource supporting the engagement and used an in-house design specialist to product the final report deliverable for the client. I conducted a range of interviews with the major members of the marketing team to understand internal processes, workflows, marketing persona development and marketing research.
