2. About
Created in 1924, by Worldwide.
Competitors of Kleenex are other brands that sell of facial
tissues.
Kleenex has been brand of facial tissues in the world
since it’s start in 1924.
3. Marketing Strategy
Kleenex is often associated with being sick, having a cold, or
being sad, but I would like to stray
away from that concept.
A campaign that creates a positive association between
Kleenex and its uses
The target audience would include
those between ages of 25-37
parents who are empty nesters
4. Marketing Strategy
The goal is to change the negative
association to thoughts of happiness
i.e. a wedding, winning a sporting event,
and the birth of a child or a graduation
5. Tools & Tactics
Campaign: Contains keywords like joy, happiness, tears of joy,
Kleenex, tissues, tears.
For Tears of Joy!
https://www.kleenex.com/FacialTissues.aspx
Use Kleenex for those happy moments
Now 15% off when buy 5 or more
On Carpool duty?
https://www.kleenex.com/On-The-Go.aspx
Kleenex is your new hero for messy hands
Kleenex Splash n’ Go - wipes are there for you where ever you are
6. Tools & Tactics continued
270K Likes currently
Campaign: Ask that users post photos, videos or comment about
their joyful experiences
15.1K followers
Campaign: Ask that followers tweet @Kleenex with photos or
videos of their joyful moments that involved Kleenex
7. Tools & Tactics continued
+64,000 views
Campaign: Videos posted on Facebook and Twitter will be featured
on the Kleenex Brand channel
Feature the posts on their page
Television Commercial
Introducing the new campaign
Campaign: examples of situations where Kleenex is used for happy
occasions, with a call to action to post to sites at end.
8. Measuring Success
Facebook
Increased number of “Likes”
Conversations on page
Between consumers
Between Kleenex Brand and consumers
Twitter
Increased number of followers
Conversation and posts on page
To @Kleenex
Google Analytics to see progress of online sites
9. Budget
Kleenex’s total annual revenue is about $1.6 Billion
An estimated $3.5 million
Google AdWords
Social media updating
Social media monitoring
Commercial fees
10. Summary
Our goal to increase brand loyalty and brand preference, as
well as the goal to expand the uses for Kleenex will be one
that will draw a large crowd.
This allows conversation and interaction between customers
and in turn will grow the Kleenex brand even more.
