Kimberly-Clark's Goodbye-to-Diapers Social Network

Geoffrey Precourt

From the ad:tech conference in San Francisco, Warc's U.S. editor, Geoffrey Precourt, reports on Kimberly Clark's use of social media networks to support its Huggies Pull-Ups.

Kimberly-Clark's Goodbye-to-Diapers Social Network

Geoffrey PrecourtWarc

For some marketers, social networking is a quirky but unproven derivative of a new wave of digital commerce. For others, it is only slightly short of a godsend.

Consider, for instance, the delicate but arduous task of weaning (as it were) an infant away from diapers into the family bathroom-a conditioning necessity that really doesn't lend itself to a 30-second TV spot, a full-page print ad, or a bright, chipper be-jingled radio message.

And, although the process of training that leads to what Americans call "potty training" may be a commodity...

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