Integrated Path to Purchase Activation
Campaign: Kleenex Tissue Sessions
Brand: Kleenex (Kimberly-Clark)
Retail Partner: Target
Agency/Solution Provider: VMLY&R Commerce
Kimberly-Clark’s Kleenex brand needed to increase household penetration among Target’s younger shoppers, especially with Black consumers. By activating a socially conscious campaign during Black History Month and Women’s History Month, as well as by offering Target-exclusive designs from diverse artists, the brand looked to spark sales during the traditionally soft March to June timeframe.
Kleenex chose a group of up-and-coming female artists to create the Celebrate the World collection, a variety of limited-time-only Target designs depicting vibrant scenes from around the world. The strategy was to turn Kleenex purchases into a larger conversation about inclusivity and diversity in design — and by extension, everyday culture.
To bring the campaign to life, Kleenex teamed up with LikeToKnowIt influencers to encourage followers to share their perspectives on important topics. Influencers were equipped with “Designed to Inspire” kits containing conversation cards with questions to spark discussion and a box of Kleenex tissues featuring one of the collection’s designs and drink coasters, which mirrored the graphics of each Target-exclusive design.
The designers and Instagram influencers created shoppable posts (including InstaStories) that encouraged Target shoppers to host Tissue Sessions themselves throughout Women’s History Month. A PR campaign and the Kleenex brand’s own social page, along with a series of e-blasts, helped spread the word, while the Target.com brand page showcased the designers’ personal stories and passion for inclusivity.
The Kleenex Celebrate the World pack achieved an inventory sell-through rate of 97%, an impressive result for a program that lacked any broad-scale media. The success of the program also cast a halo on the total Kleenex brand, with Kleenex sales at Target increasing 28% versus the same period the previous year, outpacing total category growth of 25%.