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

Geoffrey Precourt

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 in that everyone goes through, the supply chain provides a branding opportunity; it's the manner in which the message is distributed that has been problematic in the past.