The Hackathon has three major themes, each of which have sub-themes from which the selections are to be
made.
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In today’s data-driven world, brands are
increasingly focused on
acquiring first-party data and building 1:1 connections with consumers across channels like email, SMS,
and messaging apps. For K-C, this is crucial, especially in categories like diapering, where consumer
lifecycle is brief (2-3 years). Traditionally, Kimberly-Clark’s pre-natal email journeys provided
expectant parents with informational support, while post-birth communications became more promotionally
focused. However, limited email engagement, due to low open rates and competition with other
mother-centric platforms, has posed challenges.
Recently, Kimberly-Clark shifted its CRM efforts to messaging apps like WhatsApp, achieving significantly
higher engagement. Building on this momentum, we aim to explore optimal platform strategies and innovative
consumer journeys, setting the stage for lasting, personalized connections.
Pre- Requisite:
Teams are invited to:
• Identify Key Platforms: Determine which digital platforms (e.g., WhatsApp, email, SMS, social media)
Kimberly-Clark should prioritize to engage with consumers effectively.
• Design Consumer Journeys Across Platforms: Define platform-specific journeys and outline how each
journey complements others, considering overlap and exclusivity to maximize consumer engagement.
This initial exploration will provide a solid foundation for the subsequent sub-themes, enabling teams to
develop advanced consumer journeys that resonate with target audiences.
Problem Statement : Develop new-age innovative consumer journeys incorporating AI-driven tools, such as Gen AI chatbots and AI agents on the Salesforce Platform. The goal is to create personalized, interactive engagement experiences. Teams are required to build a working prototype demonstrating these advanced journey formats.
Problem Statement : Design unique consumer journeys tailored to specific business objectives, such as a culturally resonant Baby Shower campaign for Brazil. These journeys can be part of any of our categories – Baby Care, Fem Care or Adult Care. Prototypes should ideally be built for our key Personal Care market like Brazil and Indonesia (access to current journeys and further details will be provided) as part of the submissions.
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With content increasingly driving the Awareness-Interest-Purchase-Loyalty (AIPL) journey, K-C recognizes the need to elevate its content strategy, especially through creator-led and user-generated content, which is over six times more influential than branded content. To lead in content-led social discovery, K-C aims to partner with key opinion leaders (KOLs) across global markets, building on successful models in China and Indonesia. The goal is to expand beyond social platforms and create capabilities in Content Incubation, Distribution, and Engagement.
Problem Statement :
Develop capabilities to enhance content monitoring, including tracking K-C’s and competitors’ social
performance, identifying and managing creators, and efficiently understanding and implementing high-impact
content formats.
• Design a social monitoring system to track both K-C and competitor performance across platforms.
• Create a process for identifying, reaching out, and managing creators best suited for K-C’s
campaigns.
• Develop tools for decoding high-performing content, identifying successful ideas, formats, and
product
presentations.
Problem Statement :
Build AI-driven tools to analyze and generate winning content, enabling insights and trends from videos
across platforms like TikTok, Instagram, and YouTube.
• Ability to crawl winning content (esp. videos) across K-C and other categories, across all social media
platforms (Tiktok, Instagram, Youtube). Decode what is said (speech to text), Decode what is happening
(opposite of Sora – Video to Script).
• Develop a system to summarize winning ideas, trends, and best practices from analyzed content.
• Prototype an AI content generation tool for editing and inspiration during campaign briefing stages.
Kimberly-Clark is focused on leveraging advanced
technologies like AI and Gen AI to drive significant operational efficiencies across critical business
areas. With complex supply chains, rising retailer demands, and the need for rapid insights, K-C aims to
enhance its enterprise applications to stay competitive and agile. This hackathon challenges teams to
explore AI opportunities within core processes and develop a unified copilot solution to empower K-C
teams.
Value Proposition
• Maximizes Existing Investments: Leverages K-C’s mature S/4HANA implementation and data
foundation.
• Unified User Experience: Provides a consistent, intuitive interface that integrates seamlessly
with current processes.
• Scalability and Flexibility: Solutions are designed to expand across functions, enabling
long-term, cross-process insights and support for evolving business needs.
Problem Statement : Identify opportunities for AI and Gen AI to enhance operational efficiency across Kimberly-Clark’s key business areas: Finance, Manufacturing, and Supply Chain. How can these technologies address current industry challenges and enable K-C to meet its goals?
Problem Statement :
Design a unified copilot solution that provides K-C teams with a single, intelligent interface for
interacting with business data, optimizing processes, and accessing insights. This copilot should
integrate with K-C’s existing S/4HANA system and enhance decision-making through natural language
interaction, process assistance, and knowledge amplification.
• 2a: Develop natural language capabilities for the copilot, allowing users to query data, generate
reports, and analyze trends seamlessly.
• 2b: Prototype process assistance features within the copilot, such as supply chain optimization,
production planning, and financial analysis, to support cross-functional needs.
• 2c: Create knowledge amplification tools within the copilot for documenting processes, delivering
training content, and sharing best practices across teams.