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DALLAS — Kleenex has begun a multiplatform marketing campaign that focuses on the caring gesture of giving someone a tissue who needs one.
The digital Kleenex Careboard enables people to share messages of care.
Brand parent Kimberly-Clark said the initiative includes a broadcast campaign establishing the Kleenex brand as a timely gesture of care; documentary-style videos that depict real-life stories of people showing meaningful gestures of care; a first-of-its kind interactive Kleenex brand Careboard that delivers messages of care during otherwise overlooked moments; and features on Kleenex.com that enable people to share messages of care via the digital Kleenex Careboard, view program content and enroll to receive product discounts.
Another pillar of the campaign is a partnership with Facebook’s Creative Shop Studio, which will allow Kleenex to deliver these stories to News Feeds at the most relevant moments in people’s lives, based on a variety of inputs such as demographics, stated interests and time of day. In addition, the effort will include partnerships with nationally recognized influencers, who will role-model timely care during often overlooked moments.
According to Kleenex, the campaign aims to bring a social dimension to facial tissue.
“Our goal is to reframe the category and demonstrate the ability of Kleenex facial tissue to deliver real-time care to consumers who need it and prove that the simple gesture of handing someone a Kleenex facial tissue can change the course of someone’s day,” stated Eric Higgs, general manager for Kleenex.
“This is a first for the Kleenex brand,” Higgs added. “We are excited to be working with Facebook and other partners utilizing unprecedented data and tools to help jolt people out of their traditional ways of thinking about facial tissue.”
