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LEADING WITH INCLUSION: DRIVING CHANGE THROUGH OUR MARKETING ECOSYSTEM

U by Kotex® Black Content Huggies® Embraces Inclusivity
Creator Support with “We Got You, Baby!” Launch
U by Kotex® devised a strategy to Huggies® debuted its “Welcome to the
use media dollars to support Black World” campaign during the big game
voices while also reaching its target this year with a heartwarming spot that
audience. Working with Mindshare, featured eight infants born earlier that
U by Kotex® created a U by Kotex® day. Huggies® purposefully cast an
Private Online Marketplace (PMP) of inclusive mix of families that reflected
more than 25 Black-first, Black-owned, a range of racially diverse and differently
and Black-centered publishers. We abled family units.
unblocked keywords that are commonly
used in Black culture but often exclud- Take a look at the ad here.
ed by automated ad programs to sup-
port journalism from publishers includ-
ing Essence, Interactive One, the Grio,
and Pod Digital Media, which represent
more than 150 Black content creators.
Together, we elevated Black voices.

In Conclusion
At Kimberly-Clark, our success is linked to creating workplaces, communities, and experiences
where inclusion and diversity are evident and thriving, and where we reflect the global community
that we are a part of and that we serve. That matters. Our long-term inclusion and diversity strategy
has accelerated over the past two years, and we are committed to doing even more to drive change
from the inside out as we move forward.

36 // A Diversity Report for the Advertising/Marketing Industry