In order to promote the Sensitive Kleenex tissues, a fun campaign was set up on the brand's Facebook UK and Ireland pages. The marketing stunt involved creating 20-second videos that were reminiscent of popular scenes from movies—where folded tissues filled in as actors.
The scenes were specifically chosen to include mentions of soft skin, which is relevant since Kleenex Sensitive is all about playing up the soft, gentle nature of the tissues during the winter months when skin is already dry and irritated. In addition to the dialogue, the cute movie moments included hints in the background scenes, which were crafted like a child's playset. The charming campaign is a fun one to get people engaged on social media, especially when it comes to guessing the mysterious movie scenes that were portrayed.
Key Themes Behind This Trend
- Interactive Marketing Campaigns
- Creating engaging campaigns that involve audience participation through social media.
- Brand Integration in Pop Culture
- Incorporating well-known scenes and references from movies and TV shows into marketing strategies.
- Emotional Advertising
- Using sentimental and relatable content to evoke an emotional response from consumers.
Where This Applies
- Consumer Goods
- Opportunities for tissue and personal care companies to create innovative marketing campaigns that resonate with consumers.
- Entertainment
- Opportunities for film and TV production companies to collaborate with brands and incorporate their products into popular media.
- Social Media Marketing
- Opportunities for social media platforms and marketing agencies to create interactive and engaging campaigns that encourage user participation.
