Last week, as I was perusing the supermarket for groceries (my favorite London marketing activity), something made screech into a halt. A campaign that seemed overdone at first, but is actually genius.
“Kleenex has created a bold new Collection of colourful, well-being inspired tissue boxes to act as an everyday reminder to take a moment to support your mental health whenever you need it.”
At the beginning, I chuckled. “Well, that’s a lot for a tissue box to achieve in life. Why not just solve the crisis in the Ukraine and usher in world peace?
But think about it.
When do you actually use tissues? When you’re going through an emotional situation, or when you’re sick. The brand is saying - “I know how you feel when you need a tissue, and I’ll be there for you when you do”. That’s a strong statement to make to your customer.
Overall, the Kleenex Take a Moment Collection is raising awareness, providing funding, and starting conversations about mental health. Add a charity to the mix (Mind.org.uk) and a buzzing social media community, and you gain trust, sales and engagement with your users. Smart.
That’s how you build an empire 💪
-------------------
Like this post? Liking/Sharing is caring 😍
𝐍𝐞𝐞𝐝 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐩𝐥𝐚𝐧 𝐢𝐧 𝐭𝐡𝐞 𝐡𝐢𝐬𝐭𝐨𝐫𝐲 𝐨𝐟 𝐭𝐡𝐞 𝐮𝐧𝐢𝐯𝐞𝐫𝐬𝐞? Hit me up 📆 bit.ly/goempirenow
Comments