Kleenex Someone Needs One
Being the leader of a declining category can only mean one thing: Its time to change the game. To save itself, Kleenex needed to transcend nose-wiping and stand for something that mattered to people. By repositioning itself as a gesture of care, Kleenex put itself at the center of a program that stood for empathy in a world of indifference. Since launch, Kleenex has increased sales by 4.5X (+2.7%) vs. expectations while delivering nearly 12MM social engagements in the first 11 weeks of programming 44X total social engagements.
Interactive OOH where you could send friends messages of care from your mobile device.