Introduction Play #1 Play #2 Play #3 Play #4 Play #5 The play in action: Kimberly-Clark personalize Using data to connections BEFORE: AFTER: THE LASTING ADVANTAGE: “In today’s world, people expect us to Kimberly-Clark wanted to connect more emotionally This play unlocks a human insight advantage. be digital … They expect us to use data to with its customers and open a two-way dialogue. Kimberly-Clark is better able to identify users’ better target and give them solutions they To achieve this, its solution involved pulling needs across services and brands, giving need,” says one member of Kimberly-Clark’s first-party data to the fore, and collating brand data its limitless opportunities to play a more C-suite. But companies in the consumer from different sources to build a cohesive picture meaningful role in its customers’ lives, products space often end up at arm’s length of its customers’ needs. The new digital connections now and in the future. from customers, as retail operations stand mean Kimberly-Clark can connect in a personalized between the two. The personal-care products way—for example, by offering new parents manufacturer needed a new way to connect informational tools and loyalty rewards on its 4, 5 Huggies mobile app or by reaching out to people directly with its customers. buying cold medication to help them find Kleenex 6, 7 and other products they might need. The life centricity playbook 11