Kleenex
Introducing a legacy brand to a whole new world. And vice versa.
Everybody knows Kleenex, right? Well they did, until Kleenex decided to do something very unKleenex-y.
Client Challenge
Kimberly-Clark decided to take its decades of paper-based “cloth” expertise and turn it into a line of facial cleansing products. In other words, head out from the health and hygiene category where they’re proven (and huge!), and venture deep into the beauty category. NBD, right? Ha! Not so fast.
They recognized the success of the brand depended on the ability to change consumer perceptions of “Kleenex” from the trusted box of tissues into a trusted brand in the beauty aisle. But first, we had to convince women who’d long been taught that liquid cleansers delivered the best clean to swap their go-to liquid(s) for a Kleenex Facial Cleansing wipe.
Planit's Solution
We began by evolving the brand’s existing evergreen content to tell a more dynamic and cohesive story. We built a new ecommerce website, implemented influencer and affiliate partnership programs, and streamlined CRM, social, and paid media campaigns. Once those updates were in place, we turned our focus to driving scale and expanding our reach to thousands of potential new consumers each day.
To pull it off, we needed to break through the category noise in a way that would get her to pay attention and engage with the brand, without endangering the foundational pillars of the Kleenex masterbrand. Enter, Meet Your Skin.
Digital Campaign
Unlike any other Kleenex brand before, these products would only be made available online. Similarly, its creative and media would only exist there as well. It was new territory for them. And a new opportunity to create all kinds of digital content.
Custom email blasts from select sites helped build awareness. E-newsletters and other emails helped elevate the consideration set. Automated email helped drive completion of purchase and drive repurchase.
Social
Compelling and engaging social media content allowed us to not only reach and communicate more effectively with our target—and with other consumers who look like her—ensuring growth and forward momentum for the new online brand.
Content
Through a strategic mix of evergreen brand content, campaign style edu-tainment, and hardworking product stories that stop just short of taking ourselves (or the science) too seriously, we connected the brand to the consumer in very authentic and meaningful ways.
Video Production
Our in-house, full-service video production department, Planit Productions, gave the campaign plenty of engaging assets to work with. It was a dirty (and oily and makeup-y) job, but someone had to do it. We were happy to.
94%
YOY SALES REVENUE
90%
DECREASE IN NEW CUSTOMER ACQUISITION COSTS
108%
INCREASE IN REPEAT PURCHASES
1,200%
INCREASE IN RETURN ON MEDIA SPEND (ROMS)
