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Kleenex targets mums in Facebook competition campaign

Kimberly-Clark owned tissue brand Kleenex is prepping the launch of a new integrated marketing, which will turn its attention to summer related tissue "predicaments" including dripping ice creams and picnic spillages.

Set to launch on 9 July, the campaign centres around a competition, aiming to get mums to “keep tissues at arm’s reach” to be in with a chance of winning a week-long break in a Camper Van or one for keeps.

Women will be encouraged to enter the competition through both video and image based advertising using the new Facebook Reach and Frequency tool.

Kleenex will use the tool to maximise reach and drive awareness to its target audience of over one million mums by helping them discover content that’s relevant to them.

The creative, from JWT, will show an artist using a Kleenex tissue to capture “summer tissue predicaments” on the dirty rear view window of the up-for-grabs Danbury Camper Van. Combining both the competition element of the Camper Van and summer tissue predicaments, the creative is designed to drive people to enter to win and motivate mums to purchase.

The competition will feature on specially designed limited edition promotional packs, available from the beginning of June from major retailers, and will be supported by in-store activity including barkers, posters, online banners and magazine ads, managed by SMP.

Jennifer Rohan, marketing manager, commented: “We understand that summer is a busy time of year for mums. With the school holidays upon them, they can find themselves dealing with everything from BBQ spillages to grazed knees. The summer programme is a great way to both raise awareness of such tissue predicaments, whilst also giving them the opportunity to win a great family prize.”

Social media from We Are Social and PR managed by MHP Communications will underpin the campaign, driving awareness of both the creative and ongoing tissue predicaments throughout the summer months. Media was bought by Mindshare.

Natalie Mortimer

Natalie is The Drum's fashion, design, luxury and food & drink reporter.

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