Kleenex
•Download as PPTX, PDF•
1 like•516 views
The document discusses Kleenex's social media campaign to revitalize its brand and engage more users online. It notes that currently Kleenex has far fewer Facebook likes than its competitor Puffs. The proposed campaign would allocate startup budget to a blog, Facebook, Twitter, Google, YouTube, and user engagement initiatives. Success would be measured by analytics tracking keywords, social media mentions and shares, website traffic sources and time spent on pages. The goal is for the new campaign to better connect with users and grow Kleenex's online presence.
Report
Share
Report
Share
Recommended
Kleenex presentation
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.
Kleenex
Kleenex will increase brand awareness and sales through social media marketing. They will establish connections with customers by sharing funny stories and photos using their products on Twitter and other platforms. A creative campaign using banners, websites, and posts will feature humorous copy and images to generate buzz around the Kleenex brand. Kleenex is hiring a social media specialist and budgeting for commercial time to boost their social presence and loyalty.
NMDL Kleenex Digital Strategy
Kleenex wants to change its negative association with sickness by launching a campaign promoting Kleenex's use during happy occasions like weddings and graduations. The campaign will target 25-37 year olds and empty nesters on Facebook, Twitter, Google, and television. Success will be measured by increased social media engagement. With a $3.5 million budget, the goal is to boost brand loyalty and preference by encouraging users to share joyful moments that involved Kleenex tissues.
Kleenex
The document outlines Kleenex's marketing strategy to reach its goal of increasing sales and brand awareness. It will target men and women ages 16-40 across low to high income levels through Facebook, Twitter, and Google AdWords. The $1.8 million social media budget will be used to engage consumers on Facebook and promote the #KleenexCares hashtag on Twitter. Google AdWords will feature keywords related to tissues and a call to action, spending $2 per day for 68+ clicks and 4,000 impressions. SEO will also be implemented to boost search results and leverage relevant keywords.
Kleenex Brand Tissues - Camille Beaudet
A proposal of a new line of facial tissue products from Kleenex. A new eco-friendly line of Kleenex products: Kleenex-eco.
NMDL final project kleenex
Kleenex has been the number one facial tissue brand since 1924. The document proposes a marketing strategy for Kleenex to maintain relationships with loyal customers and gain new ones using social media, internet, and digital marketing. This includes maintaining their Facebook page, starting a Twitter account, developing a mobile app for cold/flu tips, and measuring success through analytics with a monthly budget of $4.8 million.
Kleenex Social Media Campaign Presentation
Kleenex's social media campaign aims to develop its social media presence, create buzz, improve brand preference, and increase market share. The campaign theme is "Care is Everywhere" and will use digital marketing to share stories and tips about Kleenex online and through social media platforms like Twitter, Facebook, YouTube, and their website. The budget for the campaign is $50 million and it will monitor the reaction to the campaign, negative press, and competitors to measure its impact on brand image, preference, market share, and sales.
NMDL Kleenex Digital Strategy
The document outlines Kleenex's digital strategy to engage consumers beyond just allergy, flu, and cold seasons. The strategy involves a multi-usage campaign targeting women ages 25-54 of middle to high socioeconomic status through promotions on mobile apps and social media, online partnerships, and a monthly budget of $5,000 to $9,000, about 10-15% of revenue, to become more than just a tissue brand and build stronger consumer relations.
Recommended
Kleenex presentation
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.
Kleenex
Kleenex will increase brand awareness and sales through social media marketing. They will establish connections with customers by sharing funny stories and photos using their products on Twitter and other platforms. A creative campaign using banners, websites, and posts will feature humorous copy and images to generate buzz around the Kleenex brand. Kleenex is hiring a social media specialist and budgeting for commercial time to boost their social presence and loyalty.
NMDL Kleenex Digital Strategy
Kleenex wants to change its negative association with sickness by launching a campaign promoting Kleenex's use during happy occasions like weddings and graduations. The campaign will target 25-37 year olds and empty nesters on Facebook, Twitter, Google, and television. Success will be measured by increased social media engagement. With a $3.5 million budget, the goal is to boost brand loyalty and preference by encouraging users to share joyful moments that involved Kleenex tissues.
Kleenex
The document outlines Kleenex's marketing strategy to reach its goal of increasing sales and brand awareness. It will target men and women ages 16-40 across low to high income levels through Facebook, Twitter, and Google AdWords. The $1.8 million social media budget will be used to engage consumers on Facebook and promote the #KleenexCares hashtag on Twitter. Google AdWords will feature keywords related to tissues and a call to action, spending $2 per day for 68+ clicks and 4,000 impressions. SEO will also be implemented to boost search results and leverage relevant keywords.
Kleenex Brand Tissues - Camille Beaudet
A proposal of a new line of facial tissue products from Kleenex. A new eco-friendly line of Kleenex products: Kleenex-eco.
NMDL final project kleenex
Kleenex has been the number one facial tissue brand since 1924. The document proposes a marketing strategy for Kleenex to maintain relationships with loyal customers and gain new ones using social media, internet, and digital marketing. This includes maintaining their Facebook page, starting a Twitter account, developing a mobile app for cold/flu tips, and measuring success through analytics with a monthly budget of $4.8 million.
Kleenex Social Media Campaign Presentation
Kleenex's social media campaign aims to develop its social media presence, create buzz, improve brand preference, and increase market share. The campaign theme is "Care is Everywhere" and will use digital marketing to share stories and tips about Kleenex online and through social media platforms like Twitter, Facebook, YouTube, and their website. The budget for the campaign is $50 million and it will monitor the reaction to the campaign, negative press, and competitors to measure its impact on brand image, preference, market share, and sales.
NMDL Kleenex Digital Strategy
The document outlines Kleenex's digital strategy to engage consumers beyond just allergy, flu, and cold seasons. The strategy involves a multi-usage campaign targeting women ages 25-54 of middle to high socioeconomic status through promotions on mobile apps and social media, online partnerships, and a monthly budget of $5,000 to $9,000, about 10-15% of revenue, to become more than just a tissue brand and build stronger consumer relations.
Kleenex Planbook
The document provides details on a marketing campaign for Kleenex Perfect Fit facial tissues. It includes research conducted on the target audience of women aged 24-54 who are social butterflies. The research found that the target currently sees facial tissues as only essential when sick and wants stylish products. The campaign's big idea is that "Caring is Contagious" to position Kleenex Perfect Fit as a tissue one can feel proud to own rather than just a necessity. The integrated marketing campaign will include digital out of home placements showing an interactive pattern that spreads as people walk by.
Social Media Case Examples
The document describes several challenges faced by companies and the solutions and results of their marketing campaigns:
1) A community overcame a negative image through a viral lip dub video that received over 4 million YouTube views and increased their message reach.
2) Dunkin Donuts' Facebook campaign turned profile pictures into prizes, increasing their Twitter followers by 20,000 and generating hundreds of likes and comments.
3) Klout helped Audi find influencers to promote a hashtag, generating over 12,000 tweets and a viral online conversation, winning a participant a trip and $25k donation.
Smma
This document summarizes a Starbucks social media marketing campaign with the following key points:
The campaign goals are to increase product awareness and traffic on social platforms like Facebook and Twitter. The campaign, called "Your cup of inspiration, smooth out your day", will run for 30 days to engage people and keep it fresh. It will include daily trivia questions on Twitter with prizes for the "lucky 7" and discounts for saying the "word of the day".
Examples of successful social media campaigns by Clearasil and McDonald's that improved sales are provided. The authors believe their campaign would succeed by only requiring customers to say a single word to get a discount, which would make Singaporeans less uncomfortable than saying a longer phrase
Whirlpool Every Day, Care
The document outlines Whirlpool's "Every Day, Care" brand campaign. The campaign aimed to shift perceptions of Whirlpool from a focus on products and features to emotional connections with families. It leveraged the power of family care rituals by showing how daily chores can be acts of love. The multi-channel campaign included videos, a laundry program, social media content, and earned media that resulted in increased sales, brand metrics, and social engagement. It was recognized with several marketing awards.
SMMAStarbucks
The document summarizes a marketing campaign plan by Starbucks to increase product awareness and traffic to their social media platforms. The key points of the campaign include:
1) Encouraging engagement on social media through quizzes and contests with prizes on platforms like Facebook, Twitter, and their own website.
2) Promoting member discounts and rewards for participating in activities like sharing creative videos or photos of their experience over 30 days.
3) Analyzing past successful campaigns like Clearasil's photo challenge to engage customers as storytellers and increase sales through user generated content.
Forever 21 Digital Marketing Strategy
Forever 21's marketing strategy focuses on encouraging customers to constantly replace old items with new ones. The presentation proposes a campaign called "Exchange Old for the New" where customers can trade in 4 old Forever 21 items to receive a new one. Key performance indicators like social media engagement will be measured. The campaign budget is $1,150,000 to be spent over 6 months on social media, internet marketing, mobile app development, Google AdWords and search engine optimization with the goal of increasing long term profits despite an initial lack of profitability.
Case study danone
Danone launched a new product called DANIO and wanted to raise awareness of its brand character Famelik on Twitter. They used promoted trends, accounts, and tweets featuring the hashtag #IoSonoFamelik targeted at TV audiences. This increased Famelik's followers by 12,000 and engagement rates, while also boosting DANIO's market share by 12 points in the first month.
Patagonia Digital Strategy Final Presentation
Patagonia is launching a digital strategy to increase awareness of and sales for its 100% traceable down winter jackets over six months. The strategy targets environmentally conscious outdoor enthusiasts ages 25-55 through social media, a promotional video on YouTube, and targeted mobile app and weather channel ads. Key performance indicators include increased page visits, video views, social media followers, and leads generated. The half-year budget is $4.75 million, with $4.21 million allocated to the mobile app and targeted ads.
Patagonia Digital Strategy Final Presentation
Patagonia is launching a digital strategy to increase awareness of and sales for its 100% traceable down winter jackets over six months. The strategy targets environmentally conscious outdoor enthusiasts aged 25-55 through social media, a promotional video on YouTube, and targeted mobile app and weather channel ads. The half-year budget is $4.75 million with key performance metrics including increased website visits, video views, social media followers, and leads generated.
Company Presentation
- Forever 21 was founded in 1984 and operates over 600 stores worldwide selling apparel, accessories, and more.
- Their digital strategy includes lookbooks, email marketing, social media campaigns, and a mobile app to engage customers.
- Non-digital efforts incorporate magazines, billboards, and store displays to reach customers.
- The document proposes expanding their successful #Forever21Men campaign to Facebook and Twitter, implementing mobile point-of-sale systems, using radio-frequency identification (RFID) tags to improve inventory tracking, and investing in search engine optimization.
Forever 21 presentation
This document outlines a digital strategy for Forever 21 to engage customers aged 12-25 on social media. It proposes using hashtags like #21in2k13 and creating short promotional videos for Instagram and Vine. Surveys would offer discounts to gather customer feedback. Most of the $1.5 million budget would go towards Google AdWords with goals of developing awareness of Forever 21 through social platforms like Facebook, Twitter, and a new mobile app.
La comm digital expliquée à mon boss - Francois PETAVY - EYEKA
The document discusses how brands like Nescafé and Coca-Cola have used a community of over 260,000 creators across 154 countries to generate ideas and content through crowdsourcing challenges. It provides examples of how Nescafé received 138 entries for a new product development brief in 3 weeks from 40 countries, and how Coca-Cola received over 2,500 entries for a creative concepts brief from 82 countries over 3 months. It also discusses how a campaign for Schick Quattro received the highest engagement rate of 21% for a digital content brief solved by the community, providing brands with accelerated innovation, relevance, and cost savings.
Nestle "Pocket Like It's Hot" Expanded Case Study
The Nestle Hot Pockets campaign video featuring Snoop Dogg generated over 6.7 million views, exceeding their 5 million view guarantee. It became the most popular and viewed video on YouTube in the entertainment category. The video also achieved the #1 and #2 search results on Google and YouTube respectively for the search term "hot pockets". It increased Facebook subscribers by 257% and fans by 24%, with over 140,000 total engagements across social media platforms. Channel Factory also secured placements for the video on over 10 blog posts across major sites like E!, Huffington Post, and AdWeek to further promote the campaign.
Socila media campaigns super bowl
Bud Light focused their Super Bowl social media campaign on Instagram stories, Facebook videos, and Twitter photos around the theme of friendship. Snickers live streamed a commercial during the Super Bowl about being hungry ruining the experience. After their Super Bowl ad, Snickers launched the #Weaccept campaign a week after Trump's inauguration. The document provides tips for creating successful social media campaigns such as knowing key performance indicators, aligning content with brand voice and values, engaging participants, and creating original content around current events.
Flinch Advertising Book
The document displays images and advertisements for various products including Renuzit Fresh Accents, Dial Complete Foaming Hand Wash, Dial Magnetic Body Wash, Dial NutriSkin Bar and Body Wash, Dry Idea AdvancedDry, Right Guard Total Defense 5, Soft Scrub, Combat, Dial NutriSkin, WD-40 Specialist, and ads for a Tahoe Lending Group campaign and Lake Tahoe Mortgage. The document is a portfolio from an advertising agency called Flinch displaying their work across various media platforms.
Googlepres
Google was founded in 1998 by Stanford graduate students Larry Page and Sergey Brin. They built a search engine called BackRub which analyzed links to determine page importance. Google's goals are to accelerate innovation, strengthen brand loyalty through transformation, and facilitate access to information worldwide in every language. One of Google's main challenges has been adapting to mobile devices which add pressure to revamp online marketing. Google focuses on simplicity, constant adaptation and expansion, and putting customers first.
Turning Ranters into Ravers with Social - Yoli Chisholm, Microsoft
Turning Ranters into Ravers with Social - Yoli Chisholm, MicrosoftDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Social media has put the customers in charge and presented them with many opportunities to share the challenges they are having with your product or service. This presents an opportunity for companies to engage directly with their customers and find creative ways to problem solve. But how do you turn a customer who is upset with you into a fan? At Microsoft we work through social to do the hard job of turning frustration into delight and we'll share the tactics and tools we use to do that.Blaise simon portfolio
This document outlines the social media marketing work done for various clients in the UAE. It includes summaries of social media campaigns run for Dell at Gitex Shoppers 2015 and for a Dell gaming challenge that used augmented reality. It also summarizes a social media campaign for Mentos that had users fill a virtual gum bottle by adding friends. Metrics and results are provided for each campaign highlighting reach, engagement, and other key performance indicators. Examples of social media content created for additional clients like G2000 and CBD are also mentioned. The document closes with an overview of the author's experience with social media analytics tools.
Nmdl final
This document outlines a recipe competition for college students to promote Menna's Joint restaurant. It will use digital marketing like Facebook, Twitter, and Google Adwords to promote the annual competition and get students to submit and vote on recipes. The goal is to generate buzz about the competition and restaurant, build customer relationships, and potentially add new recipes to the menu. The total budget for the digital marketing campaign and grand prize is $15,000.
Brand Portfolios on SM
This document discusses effective and ineffective social media brand promotion strategies. It provides examples of Axe deodorant's effective strategy of constantly monitoring youth culture and conveying trends to its target audience. In contrast, Dove's "Ad Makeover" Facebook app aimed to replace competitors' weight-loss ads with positive messages but failed to meet its objectives. The document recommends marketers have a clear strategy based on research and invest in social media given its growing importance.
Nmdl final
The document discusses a marketing plan to expand the Kleenex brand using digital marketing. The plan targets men and women over 30 with families by focusing on family-based ads that appeal to emotions using children. Key performance indicators would track how digital marketing increases sales and market share over competing facial tissue brands. The proposed $30 million budget aims to outperform the current $51 million Kleenex budget through strategies like advertising on Twitter, blogs, Facebook, YouTube and commercials.
The kleenex report
The Kleenex facial tissue was developed in the 1920s by Kimberly-Clark as a disposable alternative to cotton towels for removing cold cream. It was initially marketed to women but its use expanded to include blowing one's nose. Engineers developed new manufacturing processes and formulas to transform surplus creped wadding into a softer tissue. The convenient, disposable Kleenex tissue benefited society by providing a more hygienic alternative to handkerchiefs. It has since been adopted worldwide through collaborative engineering and marketing efforts.
More Related Content
What's hot
Kleenex Planbook
The document provides details on a marketing campaign for Kleenex Perfect Fit facial tissues. It includes research conducted on the target audience of women aged 24-54 who are social butterflies. The research found that the target currently sees facial tissues as only essential when sick and wants stylish products. The campaign's big idea is that "Caring is Contagious" to position Kleenex Perfect Fit as a tissue one can feel proud to own rather than just a necessity. The integrated marketing campaign will include digital out of home placements showing an interactive pattern that spreads as people walk by.
Social Media Case Examples
The document describes several challenges faced by companies and the solutions and results of their marketing campaigns:
1) A community overcame a negative image through a viral lip dub video that received over 4 million YouTube views and increased their message reach.
2) Dunkin Donuts' Facebook campaign turned profile pictures into prizes, increasing their Twitter followers by 20,000 and generating hundreds of likes and comments.
3) Klout helped Audi find influencers to promote a hashtag, generating over 12,000 tweets and a viral online conversation, winning a participant a trip and $25k donation.
Smma
This document summarizes a Starbucks social media marketing campaign with the following key points:
The campaign goals are to increase product awareness and traffic on social platforms like Facebook and Twitter. The campaign, called "Your cup of inspiration, smooth out your day", will run for 30 days to engage people and keep it fresh. It will include daily trivia questions on Twitter with prizes for the "lucky 7" and discounts for saying the "word of the day".
Examples of successful social media campaigns by Clearasil and McDonald's that improved sales are provided. The authors believe their campaign would succeed by only requiring customers to say a single word to get a discount, which would make Singaporeans less uncomfortable than saying a longer phrase
Whirlpool Every Day, Care
The document outlines Whirlpool's "Every Day, Care" brand campaign. The campaign aimed to shift perceptions of Whirlpool from a focus on products and features to emotional connections with families. It leveraged the power of family care rituals by showing how daily chores can be acts of love. The multi-channel campaign included videos, a laundry program, social media content, and earned media that resulted in increased sales, brand metrics, and social engagement. It was recognized with several marketing awards.
SMMAStarbucks
The document summarizes a marketing campaign plan by Starbucks to increase product awareness and traffic to their social media platforms. The key points of the campaign include:
1) Encouraging engagement on social media through quizzes and contests with prizes on platforms like Facebook, Twitter, and their own website.
2) Promoting member discounts and rewards for participating in activities like sharing creative videos or photos of their experience over 30 days.
3) Analyzing past successful campaigns like Clearasil's photo challenge to engage customers as storytellers and increase sales through user generated content.
Forever 21 Digital Marketing Strategy
Forever 21's marketing strategy focuses on encouraging customers to constantly replace old items with new ones. The presentation proposes a campaign called "Exchange Old for the New" where customers can trade in 4 old Forever 21 items to receive a new one. Key performance indicators like social media engagement will be measured. The campaign budget is $1,150,000 to be spent over 6 months on social media, internet marketing, mobile app development, Google AdWords and search engine optimization with the goal of increasing long term profits despite an initial lack of profitability.
Case study danone
Danone launched a new product called DANIO and wanted to raise awareness of its brand character Famelik on Twitter. They used promoted trends, accounts, and tweets featuring the hashtag #IoSonoFamelik targeted at TV audiences. This increased Famelik's followers by 12,000 and engagement rates, while also boosting DANIO's market share by 12 points in the first month.
Patagonia Digital Strategy Final Presentation
Patagonia is launching a digital strategy to increase awareness of and sales for its 100% traceable down winter jackets over six months. The strategy targets environmentally conscious outdoor enthusiasts ages 25-55 through social media, a promotional video on YouTube, and targeted mobile app and weather channel ads. Key performance indicators include increased page visits, video views, social media followers, and leads generated. The half-year budget is $4.75 million, with $4.21 million allocated to the mobile app and targeted ads.
Patagonia Digital Strategy Final Presentation
Patagonia is launching a digital strategy to increase awareness of and sales for its 100% traceable down winter jackets over six months. The strategy targets environmentally conscious outdoor enthusiasts aged 25-55 through social media, a promotional video on YouTube, and targeted mobile app and weather channel ads. The half-year budget is $4.75 million with key performance metrics including increased website visits, video views, social media followers, and leads generated.
Company Presentation
- Forever 21 was founded in 1984 and operates over 600 stores worldwide selling apparel, accessories, and more.
- Their digital strategy includes lookbooks, email marketing, social media campaigns, and a mobile app to engage customers.
- Non-digital efforts incorporate magazines, billboards, and store displays to reach customers.
- The document proposes expanding their successful #Forever21Men campaign to Facebook and Twitter, implementing mobile point-of-sale systems, using radio-frequency identification (RFID) tags to improve inventory tracking, and investing in search engine optimization.
Forever 21 presentation
This document outlines a digital strategy for Forever 21 to engage customers aged 12-25 on social media. It proposes using hashtags like #21in2k13 and creating short promotional videos for Instagram and Vine. Surveys would offer discounts to gather customer feedback. Most of the $1.5 million budget would go towards Google AdWords with goals of developing awareness of Forever 21 through social platforms like Facebook, Twitter, and a new mobile app.
La comm digital expliquée à mon boss - Francois PETAVY - EYEKA
The document discusses how brands like Nescafé and Coca-Cola have used a community of over 260,000 creators across 154 countries to generate ideas and content through crowdsourcing challenges. It provides examples of how Nescafé received 138 entries for a new product development brief in 3 weeks from 40 countries, and how Coca-Cola received over 2,500 entries for a creative concepts brief from 82 countries over 3 months. It also discusses how a campaign for Schick Quattro received the highest engagement rate of 21% for a digital content brief solved by the community, providing brands with accelerated innovation, relevance, and cost savings.
Nestle "Pocket Like It's Hot" Expanded Case Study
The Nestle Hot Pockets campaign video featuring Snoop Dogg generated over 6.7 million views, exceeding their 5 million view guarantee. It became the most popular and viewed video on YouTube in the entertainment category. The video also achieved the #1 and #2 search results on Google and YouTube respectively for the search term "hot pockets". It increased Facebook subscribers by 257% and fans by 24%, with over 140,000 total engagements across social media platforms. Channel Factory also secured placements for the video on over 10 blog posts across major sites like E!, Huffington Post, and AdWeek to further promote the campaign.
Socila media campaigns super bowl
Bud Light focused their Super Bowl social media campaign on Instagram stories, Facebook videos, and Twitter photos around the theme of friendship. Snickers live streamed a commercial during the Super Bowl about being hungry ruining the experience. After their Super Bowl ad, Snickers launched the #Weaccept campaign a week after Trump's inauguration. The document provides tips for creating successful social media campaigns such as knowing key performance indicators, aligning content with brand voice and values, engaging participants, and creating original content around current events.
Flinch Advertising Book
The document displays images and advertisements for various products including Renuzit Fresh Accents, Dial Complete Foaming Hand Wash, Dial Magnetic Body Wash, Dial NutriSkin Bar and Body Wash, Dry Idea AdvancedDry, Right Guard Total Defense 5, Soft Scrub, Combat, Dial NutriSkin, WD-40 Specialist, and ads for a Tahoe Lending Group campaign and Lake Tahoe Mortgage. The document is a portfolio from an advertising agency called Flinch displaying their work across various media platforms.
Googlepres
Google was founded in 1998 by Stanford graduate students Larry Page and Sergey Brin. They built a search engine called BackRub which analyzed links to determine page importance. Google's goals are to accelerate innovation, strengthen brand loyalty through transformation, and facilitate access to information worldwide in every language. One of Google's main challenges has been adapting to mobile devices which add pressure to revamp online marketing. Google focuses on simplicity, constant adaptation and expansion, and putting customers first.
Turning Ranters into Ravers with Social - Yoli Chisholm, Microsoft
Turning Ranters into Ravers with Social - Yoli Chisholm, MicrosoftDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Social media has put the customers in charge and presented them with many opportunities to share the challenges they are having with your product or service. This presents an opportunity for companies to engage directly with their customers and find creative ways to problem solve. But how do you turn a customer who is upset with you into a fan? At Microsoft we work through social to do the hard job of turning frustration into delight and we'll share the tactics and tools we use to do that.Blaise simon portfolio
This document outlines the social media marketing work done for various clients in the UAE. It includes summaries of social media campaigns run for Dell at Gitex Shoppers 2015 and for a Dell gaming challenge that used augmented reality. It also summarizes a social media campaign for Mentos that had users fill a virtual gum bottle by adding friends. Metrics and results are provided for each campaign highlighting reach, engagement, and other key performance indicators. Examples of social media content created for additional clients like G2000 and CBD are also mentioned. The document closes with an overview of the author's experience with social media analytics tools.
Nmdl final
This document outlines a recipe competition for college students to promote Menna's Joint restaurant. It will use digital marketing like Facebook, Twitter, and Google Adwords to promote the annual competition and get students to submit and vote on recipes. The goal is to generate buzz about the competition and restaurant, build customer relationships, and potentially add new recipes to the menu. The total budget for the digital marketing campaign and grand prize is $15,000.
Brand Portfolios on SM
This document discusses effective and ineffective social media brand promotion strategies. It provides examples of Axe deodorant's effective strategy of constantly monitoring youth culture and conveying trends to its target audience. In contrast, Dove's "Ad Makeover" Facebook app aimed to replace competitors' weight-loss ads with positive messages but failed to meet its objectives. The document recommends marketers have a clear strategy based on research and invest in social media given its growing importance.
What's hot (20)
La comm digital expliquée à mon boss - Francois PETAVY - EYEKA
La comm digital expliquée à mon boss - Francois PETAVY - EYEKA
Turning Ranters into Ravers with Social - Yoli Chisholm, Microsoft
Turning Ranters into Ravers with Social - Yoli Chisholm, Microsoft
Viewers also liked
Nmdl final
The document discusses a marketing plan to expand the Kleenex brand using digital marketing. The plan targets men and women over 30 with families by focusing on family-based ads that appeal to emotions using children. Key performance indicators would track how digital marketing increases sales and market share over competing facial tissue brands. The proposed $30 million budget aims to outperform the current $51 million Kleenex budget through strategies like advertising on Twitter, blogs, Facebook, YouTube and commercials.
The kleenex report
The Kleenex facial tissue was developed in the 1920s by Kimberly-Clark as a disposable alternative to cotton towels for removing cold cream. It was initially marketed to women but its use expanded to include blowing one's nose. Engineers developed new manufacturing processes and formulas to transform surplus creped wadding into a softer tissue. The convenient, disposable Kleenex tissue benefited society by providing a more hygienic alternative to handkerchiefs. It has since been adopted worldwide through collaborative engineering and marketing efforts.
kimberly clark marketing assngmt
Kimberly-Clark is an American corporation founded in 1872. It is a leading global manufacturer of tissue, personal care, and health care products. K-C has major brands like Kleenex and Scott and generates over $19 billion in annual revenue. The company has four global business units focused on personal care, consumer tissue, professional products, and health care. K-C's mission is to enhance health, hygiene, and well-being worldwide through innovative products and brands. Major competitors include Procter & Gamble, Georgia-Pacific, and Johnson & Johnson.
Tissue paper
Tissue paper is a lightweight paper that can be made from recycled paper pulp. There are several types of tissue paper including facial tissue, Kleenex, table napkins, wrapping tissue, and toilet tissue. Each type has a specific use such as wiping faces, using as disposable handkerchiefs, using on dining tables, wrapping delicate items as gifts, and using as toilet paper. The largest tissue companies worldwide are Sueska Cellulosa Aktiebolaget, Kimberly-Clark, Georgia-Pacific, Asia Pulp & Paper, and Procter and Gamble. Common ingredients in tissue papers include water, propylene chloride, sodium benzonte, and various chemicals and plant extracts.
Brand Positioning Model
1. The document describes a brand positioning toolkit that can be used to map brand values, identify a brand's position, and analyze the fit between a brand and target market.
2. It provides examples of using the toolkit to create a brand values map, plot a brand's current position, map the ideal position of a target market, and analyze the fit between the brand and market.
3. The analysis can identify whether a brand needs to be extended, repositioned, or a new brand is needed to better fit the target market's ideal position. Competitors' positions can also be overlaid for comparison.
E Marketing Ch8 Segmentation Targeting
The document discusses segmentation and targeting strategies for e-marketing. It outlines how market segmentation involves grouping individuals based on characteristics like geography, demographics, behaviors, and interests. This allows companies to better target customer segments. The document provides examples of common segmentation bases used by e-marketers and describes several usage segments like millennials, ethnic groups, and influentials. It also discusses four targeting strategies and how segmentation can increase customer retention, sales, and repeat orders.
E Marketing Ch9 Differentiation Positioning
This chapter discusses differentiation and positioning strategies for e-marketing. It defines differentiation as adding value to distinguish a product or service. There are five dimensions for differentiation: product, services, personnel, channels, and image. Positioning involves creating a desired image in the public's mind based on attributes, benefits, user categories, competitors, or as an integrator. Specific Internet differentiation strategies include site environment, making intangibles tangible, building trust, efficient ordering, pricing, and customer relationship management.
Awesome Digital Campaign Case Study 2014
This document summarizes several digital marketing campaigns from 2014 that were award winners or nominees at Cannes Lions. It discusses how the campaigns effectively used emotions to engage audiences. Some of the highlighted campaigns utilized techniques like Google autocomplete to deliver messages, interactive videos to raise product awareness, and social media to promote brands. The document concludes by listing additional award-winning examples and emphasizing the importance of using data, adapting new technologies, strong storytelling, integrated approaches, and marketing marketing efforts.
Perceptual mapping
Perceptual mapping is a marketing research technique that visually plots consumer perceptions of products on a chart based on key attributes. Marketers ask consumers questions to understand their experiences with products in terms of attributes like performance, price, and size. Their qualitative answers are translated to a perceptual map using a scale. The map helps identify product positioning strategies and where new products could be launched based on attribute combinations. For example, a map of the Indian chocolate market may show high-price, high-quality brands in one quadrant and identify an opportunity for a new medium-price, medium-quality brand.
Marketing Research - Perceptual Map
This document discusses identifying competitors and understanding differences between offerings. It begins with an overview of marketing management concepts like demand, power, cost, margin, and allocating marketing expenses. It then covers positioning and perceptual mapping, including coming up with a positioning statement that identifies the target segment, competitor set, and core value propositions. Methods for developing perceptual maps are examined, including similarity-based multidimensional scaling and attribute-based factor analysis. An example perceptual map of the erectile dysfunction market is shown. Group exercises have respondents analyze competitor sets and perceptual maps.
Market Segmentation
Market segmentation involves dividing a market into distinct groups of customers with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes. The key benefits are identifying new product opportunities, designing effective marketing programs for homogeneous groups, and improving resource allocation. Segments must be identifiable, accessible, responsive to different offers, large enough to target, and stable over time. Common bases for segmentation include geographic, demographic, psychographic, and behavioral factors such as age, gender, income, lifestyle, customer behavior, and usage occasions.
22 Immutable Laws of Branding
The document outlines 22 immutable laws of branding, including that a brand becomes stronger when it narrows its focus, publicity rather than advertising is important for building a new brand initially, a brand should strive to own a word in the consumer's mind, and quality alone does not build brands but is reinforced through price and features. It also discusses laws around promoting the category rather than just the brand, using consistent branding over decades, and maintaining a brand's single-minded concept.
Brand Positioning Workshop
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
Market segmentation presentation
The document discusses different types of market segmentation. It defines market segmentation as breaking buyers into internally similar but externally different groups. There are four main bases for segmentation: geographic, demographic, psychographic, and behavioral. Demographic segmentation divides the market based on variables like age, gender, income, occupation, and household size. Psychographic segmentation uses psychological attributes, lifestyles, and attitudes to develop behavioral profiles of customers. Behavioral segmentation focuses on factors like usage occasions, benefits sought, and brand loyalty.
Market segmentation PPT
Market segmentation involves dividing a target market into subgroups with distinct needs, characteristics, or behaviors. It allows companies to target specific marketing strategies at select customer groups. The key benefits are increased marketing effectiveness, greater customer satisfaction, and cost savings. Common bases for segmenting consumer markets include geographic, demographic, psychographic, and behavioral factors. While segmentation provides focus, its limitations include increased costs when targeting multiple segments and potential issues from narrowly defining segments.
market segmentation
Market segmentation involves dividing a heterogeneous market into homogeneous subgroups. It allows companies to target specific groups more effectively. The document discusses various bases for segmenting markets, including geographic, demographic, psychographic, and behavioral factors. It also explains that markets can be segmented using multiple bases sequentially for more precise targeting. This provides a better understanding of customer needs in each segment and allows companies to tailor their marketing mix to attract specific subgroups.
Viewers also liked (16)
Recently uploaded
How to choose the best dermatologists in Indore.
The skin is the largest organ and its health plays a vital role among the other sense organs. The skin concerns like acne breakout, psoriasis, or anything similar along the lines, finding a qualified and experienced dermatologist becomes paramount.
Histololgy of Female Reproductive System.pptx
Dive into an in-depth exploration of the histological structure of female reproductive system with this comprehensive lecture. Presented by Dr. Ayesha Irfan, Assistant Professor of Anatomy, this presentation covers the Gross anatomy and functional histology of the female reproductive organs. Ideal for students, educators, and anyone interested in medical science, this lecture provides clear explanations, detailed diagrams, and valuable insights into female reproductive system. Enhance your knowledge and understanding of this essential aspect of human biology.
REGULATION FOR COMBINATION PRODUCTS AND MEDICAL DEVICES.pptx
It includes regulation of combination products and medical devices. FDA and industry liaisons.
share - Lions, tigers, AI and health misinformation, oh my!.pptx
• Pitfalls and pivots needed to use AI effectively in public health
• Evidence-based strategies to address health misinformation effectively
• Building trust with communities online and offline
• Equipping health professionals to address questions, concerns and health misinformation
• Assessing risk and mitigating harm from adverse health narratives in communities, health workforce and health system
DECLARATION OF HELSINKI - History and principles
This SlideShare presentation provides a comprehensive overview of the Declaration of Helsinki, a foundational document outlining ethical guidelines for conducting medical research involving human subjects.
Cervical Disc Arthroplasty ORSI 2024.pptx
Indication and installation of a mobile cervical disc prosthesis. Benefits of the PRODISC C VIVO mobile disc prosthesis (Centinel Spine)
Ketone bodies and metabolism-biochemistry
This slide consists of all the topics of ketone . This can be used for exam purpose for writing about Diabetic keto acidosis etc . Thank you
Post-Menstrual Smell- When to Suspect Vaginitis.pptx
Do you have abnormal smell after periods? It may be vaginitis. Do not worry, herbal medicine Fuyan Pill can help you get a cure.
Travel Clinic Cardiff: Health Advice for International Travelers
Travel Clinic Cardiff offers comprehensive travel health services, including vaccinations, travel advice, and preventive care for international travelers. Our expert team ensures you are well-prepared and protected for your journey, providing personalized consultations tailored to your destination. Conveniently located in Cardiff, we help you travel with confidence and peace of mind. Visit us: www.nxhealthcare.co.uk
Cosmetology and Trichology Courses at Kosmoderma Academy PRP (Hair), DR Growt...
Cosmetology and Trichology Courses at Kosmoderma Academy PRP (Hair), DR Growt...Kosmoderma Academy Of Aesthetic Medicine
Kosmoderma Academy, a leading institution in the field of dermatology and aesthetics, offers comprehensive courses in cosmetology and trichology. Our specialized courses on PRP (Hair), DR+Growth Factor, GFC, and Qr678 are designed to equip practitioners with advanced skills and knowledge to excel in hair restoration and growth treatments.
Does Over-Masturbation Contribute to Chronic Prostatitis.pptx
In some case, your chronic prostatitis may be related to over-masturbation. Generally, natural medicine Diuretic and Anti-inflammatory Pill can help mee get a cure.
pathology MCQS introduction to pathology general pathology
pathology MCQS introduction to pathology general pathology
Recently uploaded (20)
REGULATION FOR COMBINATION PRODUCTS AND MEDICAL DEVICES.pptx
REGULATION FOR COMBINATION PRODUCTS AND MEDICAL DEVICES.pptx
share - Lions, tigers, AI and health misinformation, oh my!.pptx
share - Lions, tigers, AI and health misinformation, oh my!.pptx
CHEMOTHERAPY_RDP_CHAPTER 6_Anti Malarial Drugs.pdf
CHEMOTHERAPY_RDP_CHAPTER 6_Anti Malarial Drugs.pdf
Post-Menstrual Smell- When to Suspect Vaginitis.pptx
Post-Menstrual Smell- When to Suspect Vaginitis.pptx
Travel Clinic Cardiff: Health Advice for International Travelers
Travel Clinic Cardiff: Health Advice for International Travelers
Cosmetology and Trichology Courses at Kosmoderma Academy PRP (Hair), DR Growt...
Cosmetology and Trichology Courses at Kosmoderma Academy PRP (Hair), DR Growt...
Does Over-Masturbation Contribute to Chronic Prostatitis.pptx
Does Over-Masturbation Contribute to Chronic Prostatitis.pptx
pathology MCQS introduction to pathology general pathology
pathology MCQS introduction to pathology general pathology
Kleenex
- 1. A Tissue On A Mission… Jessica McDonald MSU New Media Drivers License Spring 2011 Kleenex: A Social Media Campaign
- 3. NO Twitter NO Blog NO YouTube The FacebookFaceoff: Puffs: Likes: 70,502 Kleenex: Likes: 23,384
- 4. Kleenex Brand name ≠ Engagement
- 5. …To Connect
- 6. …To Learn
- 7. Rain or shine… …we must respond to everyone.
- 8. …To Grow Startup budget allocation: -Blog: 25% -Facebook: 20% -Twitter: 20% -Google: 15% -YouTube: 10% -Engagement (giveaway): 10%
- 9. …To Succeed Metrics: -Use Google analytics to track keywords -#Kleenex hashtag, @mentions, re-tweets -Facebook likes and shares -Blog connected to website and Facebook, success with pageviews, time spent on page and comments -Page view traffic, sources and time spent on pages
- 10. Current campaign New campaign