'Messages of Care' by Kleenex Shares Kind Thoughts in Real-Time
Laura McQuarrie — September 11, 2015 — Marketing
In the same way that handing someone a tissue is appreciated as a kind gesture, Kleenex is launching a 'Care' campaign so that people can share messages in real-time to brighten another person's day.
On the Kleenex 'Careboard,' people are able to send heartfelt messages that will be shared online as well as through a physical 10 x 20' board. The charming scoreboard uses facial tissue squares as pixels to spell out messages.
On the Messages of Care division of the Kleenex site, there are a series of videos that share uplifting messages on themes like the 'Road to Happiness,' 'Positive Steps' and 'Delivering Hope.' As tissue use is synonymous with tears of both happiness and joy, this emotional marketing tactic provides consumers comfort by proving it is a brand that will be there in the good times as well as the bad.
On the Kleenex 'Careboard,' people are able to send heartfelt messages that will be shared online as well as through a physical 10 x 20' board. The charming scoreboard uses facial tissue squares as pixels to spell out messages.
On the Messages of Care division of the Kleenex site, there are a series of videos that share uplifting messages on themes like the 'Road to Happiness,' 'Positive Steps' and 'Delivering Hope.' As tissue use is synonymous with tears of both happiness and joy, this emotional marketing tactic provides consumers comfort by proving it is a brand that will be there in the good times as well as the bad.
Trend Themes
1. Real-time Kindness - Kleenex's 'Care' campaign allows people to share real-time messages of care and kindness, opening up opportunities for brands to create similar campaigns that promote empathy and emotional connection.
2. Physical-digital Integration - Kleenex's 'Careboard' combines physical and digital elements to share messages, highlighting the potential for other brands to explore innovative ways of integrating online and offline experiences.
3. Emotional Marketing Tactics - Kleenex's emotional marketing approach taps into the power of emotions to connect with consumers, inspiring other brands to leverage emotions in their marketing strategies to build stronger relationships with their target audience.
Industry Implications
1. Personal Care - The personal care industry can adopt real-time kindness campaigns to foster stronger connections with customers and enhance brand loyalty.
2. Technology - The integration of physical and digital elements in the 'Careboard' presents opportunities for the technology industry to develop new products and solutions that bridge the gap between online and offline experiences.
3. Marketing - The success of Kleenex's emotional marketing tactics suggests opportunities for marketers to explore innovative ways of leveraging emotions to create impactful and memorable campaigns for their clients.
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