# Tissue Gifting Experiments This Marketing Experiment from Kleenex Challenges People to Share By Laura McQuarrie | Published 2015-01-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/marketing-experiment References: [adeevee](http://www.adeevee.com/2015/01/kleenex-share-the-care-direct-marketing/) & [kleenex](http://kleenex.com/sharecare) In order to prove that most people are truly [kind and caring at heart](https://www.trendhunter.com/trends/elf-beekman), especially when others are sick, [Kleenex](https://www.trendhunter.com/trends/tissue-box-collection) set up this [social marketing experiment](https://www.trendhunter.com/trends/simply-coffee-caf). The stunt involved creating a special pack of Kleenex that could be ripped in half, with one side designated for you, and the other half meant to be given to another person. Then, the final ingredient of the experiment was to hire an actor to fake a sneeze in public places. After receiving their packs of Kleenex to share, most people were generous enough to share with the woman who appeared to be unwell. Although she was always overly enthusiastic to receive a pack of the tissues from another person, it's evident that these people were left feeling good after the simple action. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 11% | Activity: 31% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Kindness Marketing:** Creating marketing campaigns that focus on promoting kindness and generosity. - **Social Experiments:** Using social experiments to study human behavior and provoke emotional responses. - **Public Perception Studies:** Conducting studies to understand how people perceive and respond to different situations in public. ### Who This Affects Most - **Consumer Goods:** Exploring disruptive innovation opportunities in the consumer goods industry by leveraging emotional connections and social impact. - **Marketing and Advertising:** Applying disruptive innovation techniques to marketing and advertising strategies that center around emotional storytelling and social experiments. - **Market Research and Insights:** Utilizing disruptive innovation methodologies to gather insights on public perception and consumer behavior through social experiments. ## Related on Trend Hunter - [Art Doodle-Collaborative Napkins](https://www.trendhunter.com/trends/tissue-box-collection.md) - [Merit-Based Shareable Chocolates](https://www.trendhunter.com/trends/made-to-share-packaging.md) - [Hug-Activated Marketing Machines](https://www.trendhunter.com/trends/hug-to-unlock.md) - [Modern Tissue Brand Makeovers](https://www.trendhunter.com/trends/kleenex-branding.md) - [Peer-Powered Gifting Initiatives](https://www.trendhunter.com/trends/peer-powered-gifting.md) - [Playful Dating Experiment Campaigns](https://www.trendhunter.com/trends/swipe-right-for-mayo.md) - [Do-Good Pizza Taste Tests](https://www.trendhunter.com/trends/good-tastes-better-social-experiment.md) - [Kindness-Promoting Marketing Campaigns](https://www.trendhunter.com/trends/1-million-acts-of-kindness.md) - [Compassion-Focused Retail Concepts](https://www.trendhunter.com/trends/compassion-stores.md)