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.

1. Kleenex
Shelby Exel
NMDL Final Presentation

2. History
 1925 Kleenex was advertised in Ladies Home Journal;
marketed towards women only
 Kimberly- Clark corporation is the creator of the original
“Kleenex” brand
 The word Kleenex is now used to describe any facial
tissue

3. Expanding the Brand!
 Our goal is to expand the brand using digital marketing
 There are many facial tissues but I want Kleenex to be on
top!
 Creating a signature phrase or icon will help spread the
brand

4. Target Audience
 Men AND Women over the age of 30
 They are more likely to have families to take care of

5. Big Idea
 Kleenex would be based more towards families
 Women and men over 30 can relate to family based ads
 Using children can catch peoples hearts

6. KPI
 Sales would prove how my digital marketing is affecting
the campaign
 My main goal would be to make a profit while outselling
other facial tissues

7. Twitter
 Twitter is a fast and cheap way to advertise
 Interacting with twitter users catches peoples attention
and sets you apart from other Twitter users
 Retweets help easily spread your brand

8. Blogging
 Blogs are a great way to get feedback
 I would interact with bloggers to see what they want out
of my product
 Negative feedback will only help you

9. Facebook
 Facebook is an easy way for people to “like” a brand
 Once the brand is “liked” small ads will show up on
peoples screens
 Facebook can be used to share comments about the
brand and to

10. YouTube
 YouTube can be used to show off commercial
 Contest can be created to advertise Kleenex
 30 second ads before videos can be created

11. Budget
 Kleenex now = $51 million
 My Kleenex campaign = $30 million
 Commercial fees = $110,000.00 per commercial
 The main goal is to spend less then the brand does now
and to create a larger profit

12. Keep It Clean, Use A
Kleenex!