3. SWOT Analysis
S W
O T
•Brand awareness is high.
•A dominant brand with 46 percent
market share.
•Did not use social media very well.
•Sales dropped 5.5 percent.
•Potential market is large.
•Winter season is the best season
to promote facial tissue.
•Other competitors.
•During the downturn, consumers
have switched to cheaper store
brands.
4. Objectives
✤ Develop Kleenex social media;
✤ Create Buzz through social
media;
✤ Improve brand preference
✤ Increase market share
5. ✤ Theme: Care is Everywhere
✤ Method: Digital Marketing
New Campaign
7. Contents
✤Theme: Care is Everywhere
•Share stories about Kleenex
•Write copy about the function of Kleenex
•Offer some healthy tips for people
•Provide some consolation for consumers
when they need help
✤Tips: SEO Style