Kleenex have launched a new campaign which allows users to send a box of Kleenex tissues to their friends with a personalized message.
‘Share the Softness’, is a fully integrated campaign and uses TVC, online banners and videos to drive users to facebook or the Kleenex site to enter.
If you are not sure about what message to send, the Kleenex app will also make suggestions like, ‘you are such a big softy that I wanted to share these with you’ and ‘thinking of you and wanted to share some softness’.
Given that a box of tissues is a low value product and not something that we normally expect as a gift from a friend, does ‘Share the Softness’ have enough social media collateral to be a success?
I believe that Kleenex have a compelling idea. Think about all the different scenarios that a person may need a box of tissues, recent relationship problems, a cold, a new baby, and so on. Through the use of Social Media, Kleenex are offering their target audience an emotional connection.
So does this campaign tick the boxes of a successful social media campaign, that is…
Is it relevant?
Is it engaging?
Does it provide value for the audience that is targeting?
Is it unique to the brand?
Is there a surprise factor?
Would you ‘Share the Softness’ with a friend?