What does it take to make people care about paper towels?

In the latest episode of Visionary Voices, we sit down with Kim Tipton, Senior Social Media Manager at Kimberly-Clark, who works across household names like Kleenex, Cottonelle, Viva Paper Towels. She unpacks how Influencer Marketing is transforming even the most habitual product categories.

From driving cultural relevance in CPG to proving the value of creators inside legacy organizations, this conversation reveals what it really takes to shift mindsets and scale a brand in the era of social media mass adoption. 

As Kim says: “The question isn’t why brands should invest, it’s why haven’t they already?” 

We explore:

• Why can even everyday products build surprise amongst unassuming consumers
• How to prove Influencer Marketing ROI internally when working for a legacy brand
• What high-performing creative actually looks like in “unsexy” categories
• Why the traditional marketing funnel no longer applies thanks to social media
• And the one rule brands need to follow: let creators create!

Watch the episode here!