More advertisers now seek greater earned media—unsolicited
professional commentary, personal blog entries, social
network discussion—as a result of their paid media marketing efforts. Kimberly-Clark ran a
30-second TV spot prior to the Academy Awards in March 2010 for its Poise brand, which featured
Whoopi Goldberg portraying famous women in history who may have suffered from incontinence.
The goal was to get people talking, and talk they did! A social media avalanche followed,
culminating in a Saturday Night Live spoof, which eventually added up to 200 million PR impressions
in total