Digital Contagion

By: Michelle Gharzouzi

Kleenex Digital Strategy

Starting Point

• Leading tissue brand in the US

• Current consumer trends

• Synonym for “tissue”

All Aboard the Digital Train

• Prioritize consumer relations

• Go beyond Social Media

• More to product than allergy, flu and cold seasons

1st Stop: Big Idea

• Encourage consumer insight and interaction

• Themes

• Multi-usage campaign

2nd Stop: Target Audience

• Middle to high socio-economic status

• Household decision makers

• Women (25-54 year olds)

3rd Stop: Mobile Strategy

• Accompany consumer everywhere other than in pocket size tissue form

• App- health + usage tips

• Promotions via text messages

4th Stop: Internet Marketing

• Cross marketing pharmacies & superstores

• Online partnerships

• Use-related key words

5th Stop: Social Media• Sweepstakes and contests

• Create YouTube channel• Start official blog

6th Stop: Budget

• 10-15% of monthly revenue, or

$ 5,000 and $9,000 per month

• Leading brand in market

• Takes in billions in annual revenue

Destination

Innovation Station