Kleenex_Let It Out

7/31/2019 Kleenex_Let It Out

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Kleenex

Let it out


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Let it OutCategory: Household Products and

SuppliesBrand: Kleenex

Client: Kimberly-Clark

Primary Agency: JWTMedia Agency: MindShare

Contributing Agencies: GMR, Ketchum


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Strategic Challenge

Pass the Kleenex, my brand's introubleThe year was 2006, and life should havebeen good for Kleenex.

Launched as a make-up removerin 1924, ithad enjoyed 80 years of continuoussuccess to becomenot only the world's

favorite facial tissue but an indispensablepart of everyday life. Kleenex tissue boxescanbe found in over half of Americanhomes.


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The brand has fewcompetitors and privatelabel has not made great

inroads.


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The brand had traditionally

sold itself on the promise thatwhen the laws of nature

mean you're notquite in control, Kleenex isthere to make life better.


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Insight

People feel vulnerable when

their bodies emit yucky stuff-snot, spit, sweat and tears.


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Kleenex's role

eliminating this vulnerability,restoring order.

Re-establishing control, givingpeople their composure

and confidence back.


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Market Share of Kleenex had begun to

decline in the early 2000s. Why?

The very ubiquity that had madeKleenex so successful was part of the

problem.


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Its omnipresencemade it a brand that was taken for

granted, just part of the furniture.


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Product quality had been

allowed to deteriorate over theyears.

As a result, affection for thebrand had cooled.


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ProblemThough well

known and respected, people notlonger loved Kleenex -even though

it was right with them duringthe most emotional moments of

their lives.


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JWT knew it had to do somethingdramatic to reverse this dangerous

erosion. Unfortunately, it did not haveany new or improved product to get

them to reconsider the brand.

Emotion alone would have to turnaround Kleenex's fortunes.


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Objectives


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To create strong engagementwith KLEENEX audience,

leading to increased

involvement and reappraisal ofthe brand.


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Creative strategy


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JWT also added one newstatement, with the expectation of

significant differences between peopleaware and unaware of the

campaign:

"Is the brand that mostencourages you to let your

emotions out. "


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The Big Idea

To make Kleenex stand not for

control, but for release of

human emotions.


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The quest to help the Kleenex brand

back on to its pedestal began withexamining the brand's promise:

"When the laws of nature mean you'renot quite in control, Kleenex is there to

make life better.


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The answer did not come out of a focus

group or a segmentation study.The insight emerged from aradio program about a team of Army

doctors and nurses in an ER inBaghdad, who were treating

wounded US soldiers.


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A nurse talked about the

pervasive sense of numbness,the absence of tears in the

operating rooms despite theharrowing experiences

everyone was going through.


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But then shesaid "somebody brought in a box ofKleenex and the next moment the

tears came, all the stuff we

had been bottling up came out.There was a lot of crying but by the

end of it we felt better. "


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Clearly, the role of the brand atmoments like these is not tohelp people regain their self-

control, but the opposite.


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It helped them let go ofeverything they had so

desperately and painfully bottled

up Here, the vulnerability was agood thing, not the enemy.


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And the release, not thecontrol, of emotion was the

reason people felt better.


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This is when JWT realized thatKleenex needed to become

the exact opposite of its past

Kleenex should not stand forcontrol but a release of human

emotions.


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Bringing the Idea to Life

We had found the Kleenex cause the onethat people would love the brand for.

Kleenex could become a permissive brand,

encouraging and inspiring people to actdifferently, to cry, shout, scream and laugh

when they wanted to.


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It could stand up for the free

expression of emotion. And beassociated with that goodfeeling, encourage tissue

usage, but also change theworld for the better.


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This brief would usher Kleenexinto the century, with a new

benefit and a newcommunications model.


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Release is almost always a socialact, a mutual and shared letting

down of people's guard.

That's why it was imperative tocreate a genuine dialog with

consumers.


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That's why JWT asked thecreative and media teams to

make everythingas participatoryas possible.


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The rallying cry JWT createdwas simple but visceral:

Let it Out.It felt good.


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JWT went to the streets, set upa sofa, a sympathetic good

listener and a box of Kleenex

and filmed what happened.


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As JWT had hoped for, allyou need for people to let it out is a good

listener and a box of Kleenex.

They shared countless number of stories in

all different kinds of ways: crying, laughing,ranting, and cheering.

All these stories became the basis of JWTcommunications.


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The idea was designed to inspire

and create conversation in manyways, across many media

beyond just TV: Radio (in channels and programsthat focus on self-expression such

as Oprah 's radio channel).


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Interactive print, where a flap

revealed the subject letting itout, as well as the Let It Out

manifesto.


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In theaters, where peoplewere ready for an emotional

experience.


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Live events where people could

let it out to the "good listener: withstreet teams inviting people to be

more expressive, telling them about

the health benefits of not bottlingup their emotions.


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Banner ads that invitedviewers to let it out on timely

events and seasonally occurringevents.


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PR that focused on a study onAmerica's attitudes andbehaviors with regard to

expressing their emotions.


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A Web site that invited people to let it

out by sharing their stories, images,videos and also contained the Let ItOut blog and a number of Webisodes -

more Let it Out stories from a broadspectrum of people, covering manydifferent emotions.


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Total coverage of the Let it Out campaignwas 13.3 million impressions (Source: Ketchum

PRJ.) It got written about in dozens of blogs and

discussed several hundreds times onmessage boards and other online communities

(Source: Nielsen BuzzMetrics).Mentions included Pop Candy on USAToday.com,Redbook blog on iViliage and

TheViewFromHer.com


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Over 120,000 people went out

of their way to watch the ads onYouTube (Source:

YouTube), and another 250,000watched ads and Webisodes on

YAHOO! Video.


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increase is worth over $50M.More


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Kleenex_Let It Out

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