Return on Intention

I ran into this post from Mark Bixby about Kleenex’s new spots. Take a look at it here. Mark couldn’t be more right…but the story doesn’t stop there. To support this campaign Kleenex built a website found at letitout.com (let it out) . On this site you’ll find the same theme of Kleenex as an emotional support product but also asks the user to get involved by uploading pictures, videos and stories about emotionally charged moments in their lives, presumably where Kleenex could have been with them. The creative on the spots were great and the follow-through on the site was equally as good. The angle they are going for begs for interactivity and it delivers.

The spots connect emotionally and in a relevant way to the audience in mass. The website lets the consumer interact with the brand and the concept with Kleenex being overly intrusive. These two steps give customers a real reason to evangelize about the product, or at the very least, tell all their friends to go check out the site to see their contribution. Expect some good word of mouth. This is the making of a good campaign.

Nice catch Mark.

This entry was posted on Thursday, January 11th, 2007 at 10:13 am and is filed under Doin' it right, New Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.