Kimberly-Clark Talks Bed Wetting

Karl Greenberg

New York, 2nd April 2012 —(MediaPost)— Kimberly-Clark's DryNites brand has a new online campaign that runs until spring next year via a partnership with community website iVillage. The point is to talk about bedwetting.

Besides advertising and PR, the effort also has contextual advertising by Vibrant Media, WebTV elements and live web chats with Dr.Hilary Jones and psychologist Emma Kenny. There are also monthly advertorials and competitions as well as community message boards to provide parents with a tool to seek advice and support.

Vibrant will support with a custom distribution advertising vector using flash and video units that link to content of interest. There's also a dedicated portal that has original content on bedwetting created by iVillage and DryNites.

Said Martin Forbes, SVP and managing director Europe for Vibrant, "The subject is specific, and is a central and sensitive issue for parents - this rich campaign provides relevant information to them in an easy, accessible way." He said in the release that the contextual ads will be disseminated through Vibrant's network of 250 million users worldwide across more than 6,500 publishers.

About Vibrant
Vibrant is a world leader in contextual technology aligning billions of words across the internet with relevant video, information, tools and advertising. With over 6,500 premium publishers, reaching more than 250 million unique users per month (comScore, 2011), Vibrant gives top brand marketers the opportunity to deliver highly targeted advertisements within premium Web content and offers publishers premium editorial tools to re-circulate users throughout their websites. Vibrant clients include Microsoft, General Motors, Unilever, Sainsbury’s and Hewlett Packard.

The company, founded in 2000, has offices in London, New York, Boston, Detroit, Chicago, San Francisco, Los Angeles, Paris, Hamburg, Munich and Dusseldorf. Vibrant has featured in the Inc. 500 and Deloitte Fast 50 lists, and in the UK: Media Momentum 2006, 2007; 2008 and Sunday Times Tech Track in 2004 and 2005. or or or

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