Kleenex Planbook

ERICA BARRINGERKARLI MITTEL

DESIREE LOPEZJENA MOSCA

KLEEENEX

Table of Contents

234567891011121314151617181920

Summary & OverviewKleenex HistoryChallengeCategory SalesCategory TrendsRegionality/SeasonalityCompetitive MeasurementKleenex Brand MetricsThe CompetitionKey Competitive MarketingSocial Media AuditKleenex Brand MarketingPrimary Research QuantitativePurchasing SchedulePurchasing IntentPurchasing PreferencePrimary Research QualitativeKey QuotesShop Alongs

2

summary & overview

21222324252627282930313233343536373839

Projective TechniquesKey FindingsSWOTPerceptual MapTarget AudienceDemographics/PsychographicsStrategyObjectivesBig IdeaPlatform 1Platform 1 ContinuedPlatform 1 ContinuedPlatform 1 ContinuedPlatform 1 ContinuedPlatform 2Platform 2 ContinuedPlatform 2 ContinuedPlatform 2 Continued Platform 2 Continued

40414243444546

Platform 3 Media RationaleMedia RegionalityMedia Value AddedConcept TestingMeasurement PlansMeet The Team

Kleenex

3

Kleenex began when, Kimberly-Clark, offered a woman the first hygienic, disposable cleansing cloth in the 1920’s

Soon after that the Kleenex brand took over from the handkerchief for men, women, and children as their go to for colds, allergies and the flu.

In the 2000’s Kleenex is still changing the way people care with the other benefits, the eye-catching design and versatile format.

the challengeKleenex presented us with a challenge to develop an integrated marketing campaign focusing on Kleenex Perfect Fit variant to help evolve Kleenex brand from just another “wiping tool” into something much more profound and meaningful, a Gesture of Care.

4Incorporate Kleenex Perfect Fit into Kleenex’s “Timely Care” Campaign.

category Sales

5

Kleenex has over 50% of the facial tissue marketplace.

www.statista.com/statistics/491704/tissue-and-hygiene-united-states-market-value/

Market Value of Tissue and Hygiene in the United States from 2011 to 2016 (in billion U.S. Dollars)

- This statistic depicts the total retail value of tissue and hygiene in the United States from 2011 to 2016. In 2014, the U.S.

market for tissue and hygiene reached around 32.58 billion U.S. dollars.

2011 2012 2013 2014 2015 2016

34.94

33.71

32.58

31.9631.62

31.12

category Trends

6

TECH

Sustainable MaterialsSame Sex FamiliesGender Neutral and InclusiveMommiesCaring CommunityOpen Minded Society

ECONOMIC SOCIETAL

Instagram StoriesProduct PersonalizationInspirational Videos Metadrift

- “People are looking for more serendipity from

interactions with technology and a more direct connection with brands and services.”

Cheapest WinsDIYBuying In BulkAmerican Families are Compulsive Hoarders - Own “more material goods

per household than any society in history”

https://www.jwtintelligence.com/trend-reports/the-future-100-2/http://www.mintel.com/north-american-consumer-trends/

https://www.jwtintelligence.com/trend-reports/the-future-100-2/

Regionality/Seasonality

7www.cdc.gov/flu/about/season/flu-season.htm

OCT NOV DEC JAN FEB MAR APRIL MAY

MONTHS

TIM

ES M

ON

TH

WA

S AT

SEA

SON

PEA

K

Peak Month of Flu Activity 1982-83 through 2013-14

http://www.cdc.gov/flu/about/season/flu-season.htm

Competitive Measurement

8

Which brands of facial tissues doe use most often?

- This statistic shows the results of a survey conducted from February 4th, 2014 to March 11th, 2015 among approximately

28,869* American adults on the most used brands of facial tissues by the people living in their households.

50.04%

17.1%

13.4%

4.76%

Kleenex

Puffs

StoreBrand

Scotties

www.statista.com/statistics/491704/tissue-and-hygiene-united-states-market-value/

Kleenex: Brand Metrics

9www.surveymonkey.com/summary/zHKk6IL_2FdYzHPviqnXCrhXrKjf7BSTdVs03CVxSkRyM_3D

0

15

30

45

60

2012 2013 2014 2015

51.90%49.70% 51.00% 50.04%

11.50% 12.00% 12.00% 13.40%

U.S. households: Preferred brands of facial tissues from 2012 to 2015.

Kleenex

Store Brand

http://www.surveymonkey.com/summary/zHKk6IL_2FdYzHPviqnXCrhXrKjf7BSTdVs03CVxSkRyM_3D

10

Puffs Scotties Store Brands“A nose in need deserves Puffs indeed.” “Scotties. Soft for our Seasons.”

Strengths:

- A more fun-loving and kids brand with a vibrant color palette.

Weaknesses:

- Puffs is more expensive compared to Kleenex

Strengths: - Environmentally friendly- They have a pledge; “Planting Trees for the Future” where they explain they will plant 3 trees for every 1 tree they use.

Weaknesses: - Scotties tissues are very basic in design. - They do not have multiple shapes and sizes.

Strengths:

Weaknesses:

- Product Placement- Low Price / Convenience

- Low Customer Loyalty

the competition

Key Competitive Marketing

Current IMC: Current IMC: Current IMC:

They advertise with cats as “Soft and Fluffy”.

No absolute message they are trying to send other then their tissue is soft like a kitten.

11

“A nose in need deserves Puffs indeed.” “Scotties. Soft for our Seasons.”Puffs Scotties Store Brands

They advertise with characters with red rough noses who teach a touch Puffs.

Pushing their softpack.

Variety of Package Design

Promotions

social media audit

12

Puffs ScottiesKleenex

FB Following

Twitter Following

Youtube subscribers

805,454 67,041413, 031

23,800 85923,500

3,807 1,036 -

INSIGHTS:Although Kleenex is this most preferred brand in the facial tissue market according to our one-on-one interviews and or target survey, Puffs social media following is stronger than Kleenex’s across two platforms.

Kleenex: Brand Marketing

“Someone Needs One”

13

- TV Spots- Direct Mail Care Message Packs- Online Personalization

Current Timely Care Campaign uses Kleenex as a gesture to show others you care in heart touching ads.

14

OBJECTIVE: To determine how consumers currently view facial tissue.

- Is facial tissue a necessity or a wiping tool?

- How active and apparent is Kleenex in your life?

- Is Kleenex Perfect Fit truly more intriguing than a traditional facial tissue box design?

- What do they value most in their life?

SCREENER: Women aged 24-54

TARGET CONSUMER : A social butterfly, lives in a nuclear family household, preferably with children under 18.

Primary Research: Quantitative

37%

38%

13%

12%

24 - 30 years old

31 - 37 years old

38 - 46 years old

47 - 54 years old



Product Low On Shopping

Radar

Our quantitative research survey showed us how our target purchases facial tissue based upon usage. Only 40% of the women purchase facial tissue once a month or when they

run out.




Necessity for the good of the

home.

Our quantitative research survey showed us who our target

purchases tissues for. 52% buy facial tissue for the

household.




Customers will pay more

for value.

Our quantitative research survey showed us the value our target purchases facial tissue based on.

76% buy facial tissue for its functional value.


18

OBJECTIVE: To determine how consumers currently view facial tissue.

- Is facial tissue a necessity or a wiping tool?

- How active and apparent is Kleenex in your life?

- Is Kleenex Perfect Fit truly more intriguing than a traditional facial tissue box design?

- What do they value most in their life?

Screener: Women aged 24-54

Target Consumer: Women aged 24-54, a social butterfly, lives in a nuclear family household with children under 18.

Mixed Method: Interviewed 8 people all together gathering insights on how our consumers thinks, buying habits, personality, and how their personality affects their buying habits.

Shop Alongs with 3 different customers to observe first hand their buying process.

Projective techniques: Brand association, brand personification, and complete the sentences.

Primary Research: Qualitative

MIXED METHODOLOGY:

19

Primary Research: qualitative

“Do you wish someone else would buy facial tissue for

you?”

“Buying facial tissues is one of those things you don’t want to do. So if someone bought them for me,

I would feel cared for.” “My mother still to this day, buys facial tissues for me.”

“I love to show off the room with matching furniture and colors that go well with the decor.I feel happy when I walk into a nice home and

wants her home to feel the same.”

“I post a lot a of stuff on Social Media but I hardly boast about facial tissues.

Only if it's a super cute box.”“I want them to be cute but

match the color scheme, and I want them to blend in.”

20

SHOP ALONG INSIGHTS

Place of Visit: Target, Walmart

Day of the Week: Saturday + Sunday

Time: 2:00 pm - 3:30 pm on both days


Walmart:Ran into an estimate of 813 shoppers.Three bought general brands.One bought Kleenex.One bought PuffsTissue Box Designs: pastel, patterns, floral, modern

Target:Ran into an estimate of 58 shoppers.4/8 shoppers just glanced at tissues.2 shoppers took time deciding between Kleenex and Puffs.Tissue Box Designs: muted colors with flower like patterns, bright colors

Hypothesis: Both were general stores. There was more customers at Walmart due to cheaper prices but they went for the cheaper brand. Target demographics wielded more so to the well known brands though they carried general brands.

21

PROJECTIVE TECHNIQUE KEY QUOTES:


If your facial tissue had a favorite show, which show would it be?“ Grey’s Anatomy.. Cries during every episode so she needs a tissue box next to her.”

What’s in Kleenex’s shopping bag?“Arts and crafts such as, paint brushes, paint, fabrics, crayons” When asked why: “because I see Kleenex as creative.”

If Kleenex threw a party, what kind of party would it be?“Kleenex’s party would be a daytime party, something light, fun, airy, and outside.”

BRAND ASSOCIATION

BRAND PERSONIFICATION

COMPLETE THE SENTENCE

Raising a family: the most important thing to me.

My greatest worry is: if my family is safe.Home is: where my family comes together and is one.

A woman should always: be prepared.

22

KEY FINDINGS

Most of our interviewees related Kleenex to having a COLD or something related to being SICK.

Our project techniques also shed light on common themes regarding how important

PLACEMENT, PERFECTION, and ORGANIZATION is to our target. Our secondary and primary

research will influence our creative strategy work for what our target the desires and expects

from their Kleenex: CARE AND STYLE.

Kleenex needs to transition from a wiping tool to a stylish statement of personal care.

Primary Research

Strategy

23

- Most preferred brand in the marketplace- Most conveyed brand message of “Care”- 50% of marketshare

- Appeal to target with more designs- New product extensions- Extend message on “Care” - Store brands for the cheaper price

- More appealing designs in other brands- Increasing “All Natural” personal care

products

- Product designs and pattern- Expensive compared to Generic Brands.- Competitive market - People associate “facial tissues” with having a cold or flu

WEAKNESSES

THREATS

STRENGTHS

OPPORTUNITIES

Perceptual map

24

STYLE

Puffs

Scotties

Store Brands

Kleenex

QUALITY

PRICE

WIPING TOOL

Kleenex

Current

Goals

Strategy

25

- Women age 24-54- Preferably with children

TARGET

Young Professionals Soccer MomsBest Hosts

- Live in urban & suburban environments

target

26

The Stylish Substituter - she is the social butterfly. Regularly hosting friends and family, her home is her way to show off her own personal style. She wants the best looking and

working products out there. Although confident, she’s not without worries and often wishes life were a bit simpler and would like to feel taken care of. Currently views tissues only

essential when you are sick. She’ll pay more for quality and attention.

- E!- HGTV

TV SHOWS

- Cosmopolitan- Better Homes and Garden

MAGAZINES

- Single- Engaged- Married

RELATIONSHIP

- Facebook- Pinterest- Instagram

SOCIAL MEDIA

- Macy’s- Whole Foods- Starbucks

SHOPS

- Youtube Blogs/ Videos- Friends Testimony- Mom Blogs

CONSUMER LEARNING

- Type A, Organized- Bubbly- Trendy- Busy, Always On-The-Go

PERSONALITY

STRATEGY

27

Kleenex Perfect Fit is the most stylish way for Women 24-54 who are

social butterflies to spread care to the ones they love compared to

Puffs, Scotties, and Generic Brands because Kleenex Perfect Fit is no

longer a wiping tool but a gesture of care.

CREATIVE STRATEGY

Integrate Kleenex Perfect Fit into “Timely Care” campaign using several

media channels and one in-store activation.

POSITIONING STATEMENT

ObJECTIVES

28

Our Behavioral objective is to persuade at least 40% of our target to consider buying Kleenex Perfect Fit regularly. Given that 40% of the women in our target research survey said they only purchase facial tissue once a month, our goal is to make women want to keep Kleenex Perfect Fit in their house even when they don’t have a cold or flu.

Business Attitudinal Behavioral

Our Business objective is to boost sales for Kleenex Perfect Fit by 5%, keeping Kleenex ahead in the marketplace for facial tissues over the course of the year.

Our Attitudinal/Perceptual objective is to change the way our target sees facial tissues. Our goal is to have at least 30% of our target proud to say Kleenex Perfect Fit “is a must have product” in a year or less.

BIG IDEA

29

Our Big Idea for this campaign is that

Caring Is Contagious. This message reinforces to our target audience that a gesture of care

should be infectious. Kleenex Perfect Fit is no longer just a necessity

but a tissue she can be proud to own.

Platform 1

30

These large DOOH pieces will be placed in high traffic shopping areas on street-level billboards where many can see and share their experience. As a person walks by the pattern will spread along side them. The use of motion sensored screens will more likely make them stop and want to share this interactive experience.

Digital Out Of Home

Platform 1

31

Digital Out Of Home

Platform 1

32

Platform 1

33

Platform 1

34

Platform 2

35

Our second media channel will utilize Facebook. This is our target’s largest utilized social media site at 76% users being female. We will create the ability to make your own care messages for others. The newsfeed will feature various animations of the Kleenex Perfect Fit that people can choose from, attach customized personal messages to, and send to each other. People are encouraged to spread care to one another by creating their own and/or sharing it as a post.

Choose Gif

Write Message>

Send to

Social Media

Platform 2

36

Platform 2

37

Platform 2

38

Platform 2

39

In addition, we will run a fundraising Banner Ad for Malaria No More. This is an organization that is already partnered with Kleenex’s parent company Kimberly Clark. Our Malaria No More Ad will help increase awareness to this disease, and show that Kleenex Perfect Fit cares. Donators will “click to care” to give one dollar. By Sharing that they donated using the #caring is contagious, will encourage others to spread the love.

Social Media

Platform 3

40

We will install light sensors in the aisles where Kleenex Perfect Fit is placed. Once any customer enters the light sensor’s radius, patterns will immerse from the ceiling and direct customers to where Kleenex Perfect Fit is placed on the shelf.

In-Store Activation

Media Rationale

DOOH SOCIAL MEDIA IN-STOREACTIVATION

Given that Facebook is our target’s largest utilized form of social media with 83% of women preferring Facebook over other social sites.

41

We incorporated a digital, interactive in-store activation to capture our target’s attention while shopping in retail stores that carry Kleenex Perfect Fit, such as Target. 18% of people who purchased Kleenex made the decision in the store.

www.adweek.com/news/advertising-branding/infographic-womens-media-consumption-habits-163886

infoscout.co/brand/kleenex?logged_in=1

Kleenex Perfect Fit is a product not many people are aware of, therefore we chose Digital Out Of Home because they are highly interactive to viewers. Our target is very responsive to the digital world.

Media vehicle: Facebook

http://www.adweek.com/news/advertising-branding/infographic-womens-media-consumption-habits-163886

Media regionality


Our social media will expand to reach and gain impressions from our target nationally. Our rich media advertisements will be on our target’s Facebook across the country to gain the most reach. Targeting women age 24-54, who either live in the suburbs of a city or in a city. The sharing will occur for one week every other month for the year. During the “giving months” of October and December Malaria No More will run.

42

Creating in-store activations in big cities where we place our DOOH, our target can associate both advertisements and keep product recognition going. In large convenient stores such as City Target on State St. in Chicago or the Target in East River Plaza in New York City. These are both in highly-trafficked areas with large populations.

Our DOOH street level advertising we will gain impressions by placing the digital billboards on highly-trafficked shopping areas in major cities, such as Michigan Ave. in Chicago and Time Square/ Grand Central Station in New York.

Media value added


43

Our DOOH motion sensored billboards, give our target an experience in which they will want to share on social media. They can take this experience with them and tell others about it. We chose DOOH, street level motion sensor billboards to show our emphasis on ‘Caring is Contagious’.

The fact that not only can our target spread care to others and share this moment publicly, provides memories with the ones they love. With “Malaria No More,” donations will give our target a takeaway of being able to put their care into action and helping others become aware of this disease.

Creating memories with friends and family is the main media value added for our in-store activation. By encouraging our target to post their experiences on social media using the hashtag we can analyze what our target is taking away from this experience.

44

concept testing

“I usually don’t enjoy ads on my social media, but I would probably actually click this

one.” “I will always participate, if it is for a good cause.” (speaking about “Malaria No More”)

“My mom would totally send me these on Facebook.”

“The in-store activation would make me happy and want to buy Kleenex Perfect Fit, because of the fun colors

and intricate shapes.”

“I LOVE IT”

“The interactive ads are intriguing, they would definitely catch my eye

in- store or on the street.”

PROSPECTIVE TARGETMETHODOLOGY FEEDBACK

- 24 - 54 year olds- Young Professionals- Moms- Suburban and Urban in the

Midwest- 20-90K

One-On-One Interviews. Both digitally and in-person.

“I haven’t seen anything like this before.”

MEASUREMENT PLANS

45

The in-store activation will be measured by data calculating how many people stop for more than 3 seconds in front of Kleenex Perfect Fit. Our target is encouraged to post social media using our campaign’s hashtag “Caring is Contagious.” Our target’s participation with this impressionable light display experience will reflect the success of our attitudinal objective. The in-store activation will be the closest reach of our target nearest to the point of purchase.

With the motion sensor billboards, we will be able to measure the amount of interactions by analyzing how many times the pattern emits and how many pauses there are when people stop to observe.

Checking into social media with annual audits once a month, will help us analyze or following and see the increase throughout the campaign. We can also track how many mentions and how often #caringiscontagious is used on all social media platforms.


Meet the team

46

Kleenex Planbook

Marketing

Transcript of Kleenex Planbook