When you’re sick, there’s nothing quite like receiving a get well kit to make you feel better.
For its ‘Feel Good’ campaign, Kleenex and Israeli agency Smoyz tracked people who had posted a Facebook status about being sick and simply sent them a personalized care package, complete with a personal message sending thm well wishes and things to make them feel better. After contacting a friend for the address of the sick individual, Kleenex had the surprise care packages couriered within one to two hours.
Aside from being a truly heartwarming way to reach out to people, there’s something astounding about the Feel Good campaign — Kleenex noted that of the 50 kits they sent out, 100% of people posted a picture of the kit on Facebook to express their gratitude.
Personalized Sickness-Curing Campaigns
Kleenex Watched Social Media and Sent Out Get Well Kits
Trend Themes
1. Personalized Care Packages - The trend of sending personalized care packages to sick individuals based on social media posts presents an opportunity for brands to connect with consumers on a more emotional level.
2. Social Media Tracking - The trend of tracking social media posts to identify opportunities for personalized campaigns allows brands to engage with their audience in a more targeted and meaningful way.
3. Instantaneous Delivery - The trend of delivering surprise care packages within one to two hours creates a sense of immediate gratification for consumers, enhancing their overall experience.
Industry Implications
1. Consumer Goods - Consumer goods brands can capitalize on the trend by creating personalized care packages that not only provide relief to sick individuals but also strengthen brand loyalty.
2. Marketing and Advertising - The marketing and advertising industry can leverage social media tracking to identify opportunities for personalized campaigns that resonate with consumers on a deeper level.
3. Logistics and Delivery - The logistics and delivery industry can explore the trend of instantaneous delivery to offer faster and more convenient services, catering to consumers' desire for instant gratification.