Consumer: Kleenex soothes away flu symptoms

For winter 2011/12, Kleenex set out to drive emotional engagement between Balsam and potential customers by focusing on the concept of 'soothing comfort'.

Campaign: Kleenex Balsam winter campaign
Client: Kleenex
PR team: MHP Communications
Timescale: November 2011-February 2012
Budget: £55,000

 

Objective

  •  To get consumers to believe that Kleenex is the tissue that offers 'soothing comfort'.

Strategy and plan

The team launched the Kleenex Balsam 'coldline', a phone service for cold and flu sufferers providing words of sympathy. A poll was set up on cold and flu habits that included questions about who people would most like to hear words of sympathy from when unwell. Impressionist Ronni Ancona was enlisted to record seven soothing messages from the celebs who polled the highest - including Cheryl Cole, Joanna Lumley and Lorraine Kelly. Ancona conducted profile interviews with titles including Stylist, Woman's Weekly and the Daily Mail, as well as a radio day. Video content was created for online media and Facebook.

Measurement and evaluation

The 197 pieces of coverage included reports on Sky News, Magic FM and BBC South West, as well as in Stylist magazine and the Daily Mail 's Weekend supplement.

Results

The 'coldline' received 1,273 calls.

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