This document outlines Kleenex's digital presentation strategy to launch a campaign called "Creating Kleenex" where consumers can design their own Kleenex box for a contest. It will be promoted on social media platforms like Instagram, Pinterest, Twitter and Facebook to engage customers and fans. The goal is to show Kleenex can be used creatively rather than just for health purposes and attract a younger audience. Key metrics like social media engagement, participation, app downloads and sales will measure the campaign's success in changing perceptions of Kleenex.

1. Kleenex
Digital Presentation Strategy
By Madeline Kaczala

2. Company
Background

3. The BIG Idea

4. Campaign: Creating Kleenex
Consumers are use to dull and
neutral Kleenex box design…
Time to change!
Anyone can create their own
Kleenex box design to be entered
into a contest judged by the
consumer.
New website will be developed to
display designs where the general
public will vote on their favorites.
Winners will be given a years
supply of Kleenex and their designs
will be mass produced.

5. Social Media
The “Creating Kleenex will then be followed by a “How I Use Kleenex” campaign
ran mainly through Instagram and Pinterest with a winner.
All through both contests #hastags of both campaign titles will be implemented
on Twitter and all social media platforms,
the Kleenex Facebook page will be contently updated,
and Pinterest pages will be created.
Increased social media customer and fan engagement will be the main focus.

6. Target Audience
Creative Individuals
Young Adults/
College Students
United State’s consumers
Generation Y

7. Tools & Tactics
Outside of social media and an initial
press release…
New AdWord campaigns will be
created so Kleenex no longer pops
up only for “cold and flu” and
“sneezing” but now “create” and
other artistic words
New webpage to house video explaining the
contest, rules, and prizes.
Area to upload designs and for public to
vote.
Updates and social media links and live
stream will also be incorporated on the
website and mobile app.

8. Budget
$10 million
• New webpage development
– contest video development
• Google AdWords campaigns
• Social Media boosted posts and PR
specialist creating the posts and
press release
• Prizes and production of new designs

9. Key Performance Indicators
• Facebook and Google Analytics
– Increased impressions and engagement
(Likes, comments, hash tag use, new
followers, shares. Etc.)
• Participants and involvement in
campaign
• Mobile App downloads and use
• Sales

10. Summary
Want to show another side to Kleenex- Not just dull and boring, but can be used
creatively! Social Media and Google AdWords will propel this campaign to success.
The “Creating Kleenex” campaign will draw in a new younger audience while increasing
user engagement.
The “How I Use Kleenex” follow
up will help hold attention on
Kleenex’s other uses.