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Kleenex Social Media Campaign Presentation

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Man Lin
Man Lin
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Man Lin 11/29/2010 Kleenex Social Media Campaign –– “Care is Everywhere”
✤ Background ✤ Mission ✤ Brand Categories Current Situation
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.
Objectives ✤ Develop Kleenex social media; ✤ Create Buzz through social media; ✤ Improve brand preference ✤ Increase market share
✤ Theme: Care is Everywhere ✤ Method: Digital Marketing New Campaign
Key Words
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
Reach Your Audience ✤Primary: Online •Twitter •Facebook •Youtube •Own Website •Blog •Forum  ✤Secondary: Offline •Printer: Billboard, Magazine, Newpaper •TVC
Budge and Timeline ✤ Budge: $50 Million ✤ Timeline
Monitor ✤Things to monitor •The reaction of our campaign •Negative articles about Kleenex •Competitors activities ✤Tools: •Google Alert •Socialmention •Hootsuite
Measurement Things to Measure: •Brand image •Brand preference •How successful the campaign is •Market share •Sales
Thanks

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