Share Kleenex Care

This case study describes how Kimberly-Clark, the personal care company, promoted its Kleenex tissue brand in the Canadian market.

Share Kleenex Care

Category: Consumer products - healthcare, beauty and fashionAgency: Geometry GlobalCountry: CanadaClient: Kimberly-Clark

Executive Summary

In an world of indifference, we wanted to drive emotional relevance by reminding people that Kleenex is a simple gesture of care. So we created a specially-designed, perforated Kleenex Share Pack and filmed a social experiment demonstrating how people armed with Kleenex were more compelled to help someone in need.

The results were heartwarming. When armed with Kleenex, people were twice as likely to share. Our experiment was shared via multiple channels; all the while encouraging people to use Kleenex...

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