CASE STUDY: Kleenex® Mansize 'They're here!'
Provided by smp
How we helped Kleenex® increase in-store sales of Mansize tissues by 268%
What was the Challenge / Background of the Campaign?
Kleenex® re-launched its Mansize tissues by packaging them in a smaller box, offering consumers a neater package that could be left more discreetly in any room in the house.
What was the Campaign Objective?
We needed to reassure shoppers that the actual tissue size and number had not changed; it was only the box. Moreover the new box could now fit more easily into rooms within the home. The TV creative that had been developed featured boxes getting lost around the home because the boxes are now so small. Our challenge was to find a way to build on the 'lost boxes' campaign in a way that would create cut through in-store whether shoppers had seen the advertising or not.
What was the Solution?
We wanted in-store to be all about finding boxes, so in-store it became: 'They're here!' Not only did this activation platform ensure synergy with the core advertising theme, it also worked perfectly with trade promotions too thereby helping to secure visibility in-store. We created in-store activity which toured Tesco Head Office and 50 stores across the UK to support the launch of the new smaller size Kleenex® Mansize packs. Shoppers were engaged in the foyers of top Extra stores and invited to take part in a treasure hunt around stores. Download case history for details.
What were the Results?
Bespoke activity took place in 131 stores
Almost 73,000 contacts were made in-store
13,574 competition entries were placed
Sales of Kleenex increased by 268% when activity was in-store
What were the Key Learnings of this Campaign?
By engaging & working with retailers it is possible to reach shoppers at key touchpoints to influence purchase behaviour.