Around the Net

K-C's Huggies Brand Providing Grants To Momtrepreneurs

Brandweek, Monday, May 3, 2010 10:45 AM

Although female-run businesses grew two times faster than businesses as a whole, according to a 2008 report from the National Association of Women Business Owners, only 3% of all venture capital funds go to women, according to Babson College research. Kimberly-Clark sees an opportunity in the disparity and has launched HuggiesMomInspired.com that will provide up to $15,000 in grants to entrepreneurial moms, Elaine Wong reports.

MomInspired is being promoted in ads and links on the Huggies homepage, as well as through partnerships with influencers like Maria Bailey, owner of BSM Media, monthly contributor to MediaPost's Engage:Moms, and a player in the "marketing to moms" space. K-C is also using social media for the launch.

The program taps into one of marketing's core lessons, says K-C CMO Tony Palmer, which is that "great ideas on innovation tend to come from the consumer."

Read the whole story at Brandweek »

innovation, moms, packaged goods, social media

Next story loading