June 2011

Abraham Harrison LLC – Case Study for Kimberly Clark HAI Watch Latin America

Abraham Harrison LLC: Case Study - Kimberly Clark Latin America Challenge:

To extend brand awareness of Kimberly-Clark Health Care in Latin America by reaching out to the right target audience. In particular, to increase visits to the “Not on My Watch” Latin American websites http://es.haiwatch.com and http://pt.haiwatch.com.

The program “Not on My Watch” had been successfully implemented in the US and helped the company shorten the distance between its customers. The primary goal of the Latin American Campaign was to do the same. Kimberly Clark Latin America wanted to increase the visits to their websites while raising awareness of their role in helping fight Healthcare Associated Infections. For this campaign reaching out to local Latin markets in their native language was pivotal.

Abraham Harrison LLC: Case Study - Kimberly Clark Latin America Strategy:

Leverage the influence of bloggers to broadly increase awareness of the “Not on My Watch” site through earned media.

On October 21, 2010, Abraham Harrison began a two-month blogger outreach campaign on behalf of Kimberly-Clark Health Care in both Spanish and Portuguese. Over 2,000 healthcare and related-issues bloggers were contacted and asked for their help to spread the word about the “Not on My Watch” site and the valuable resources it offered both patients and healthcare professionals.

Sample blogs for outreach Post garnered through AHLLC efforts

Abraham Harrison LLC: Case Study - Kimberly Clark Latin America Results:

Abraham Harrison identified blogger communities in the main markets of Latin America and crafted appropriate message models tailored to each language the results of the campaign were:

•  Portuguese and Spanish website visits increased 500% •  Visits from Latin America to all Kimberly-Clark Health Care websites

increased 100% •  “No Durante Mi Turno” has garnered over 123 earned media mentions as a

direct result of Abraham Harrison efforts •  This has resulted in millions of highly localized quality impressions

In addition to garnering over 123 posts, Kimberly-Clark boosted their SEO results and increased their Google Ranking. After our campaign they are now on the first page of Google search results when seeking information on Healthcare Associated Infection.

Further Questions? We look forward to speaking with you again soon!

Mark Harrison CEO Abraham Harrison www.abrahamharrison.com mharrison@abrahamharrison.com +1.202.657.4769