The perfect match of product, medium and message - KLEENEX® 3 month sponsorship of the G.O.L.D film season.
The KLEENEX® brand is synonymous with the cold and flu season, but owners Kimberly-Clark wished to take the brand beyond its traditional role and created the 'Let It Out' campaign, designed to make people think about the emotional side of using facial tissues. KLEENEX® had used spot advertising during the cold and flu season, but was looking to extend the 'Let It Out' message beyond this key period.
To make people think about the emotional side of tissues and the stories behind the people using them. Also, to extend the sale of tissues beyond the seasonal cold and flu period to offer longevity in the marketplace.
ids focused on the emotional theme of the KLEENEX® TV spot campaign and proposed a 3-
month sponsorship of films on G.O.L.D., including Muriel's Wedding, Roxanne and Erin Brockovich. Films on G.O.L.D. consistently rate in the top 10 for audience delivery. The credits for the campaign were created using existing footage from the TV spot advertising. This provided a cost-effective solution for KLEENEX®, as well as maintaining the consistency of the brand communication with earlier activity. The sponsorship began in March, picking up where the spot campaign was easing off.
At 70%, spontaneous brand recall was significantly higher for those who had seen the sponsorship
than those that had not (54%). A quarter of respondents correctly identified that KLEENEX® uses the 'Let It Out' strap-line. Those who had seen the sponsorship were significantly more likely to say that they would buy KLEENEX® facial tissues in the future. Purchasing data from TNS indicates that during the sponsorship period G.O.L.D. viewers spent more on KLEENEX® than non-viewers. They also bought more KLEENEX® than they had in the previous 16 weeks, which was peak flu season
This sponsorship was the perfect match of product, medium and message When shown clips of the sponsorship, 48% of the sample remembered having seen them on G.O.L.D. The KLEENEX® credits were well received, with an impressive 74% saying they liked them. 3-month sponsorship of films on G.O.L.D. Most importantly the campaign Increased sales of KLEENEX® amongst G.O.L.D. viewers outside the key cold & flu season and the sponsorship credits were seen by 11.2m viewers. This was a cost-effective campaign that targeted the right audience at the right time of day.