This cold and flu season, Kleenex is engaging consumers by encouraging them to send care packs to loved ones in need of some extra TLC. Participants are welcomed to share their stories and connect with other buyers on the company's website.
Taken from the Kleenex website-
Every year, during Softness Worth Sharing, people come together to share the Softness of Kleenex Brand tissue. For some, it's become a yearly tradition to surprise someone they care about with America's Softest Tissue.
Today, the tradition continues to grow. The famous little Kleenex Brand Share Pack has expanded- into a Kleenex Brand Care Pack filled with goodies to help care for your loved ones during cold and flu season. It's yours to send when you buy a specially marked Kleenex Bundle Pack.
As a consumer, I love this campaign. I sure wish I'd had a pack on hand the other week when I was feeling under the weather. Speaking of that... try Zicam, people. Do it.
As a promotional marketer, I admire this campaign. It's a perfect example of what we do our best to teach our clients at Sonic- how to use promotional products to connect with your market and increase revenue.
Let's take a closer look at the Care Pack campaign, from a promotional perspective.
Each Kleenex Care Pack contains lip balm, hand sanitizer, a coupon booklet, a Kleenex Brand Share Pack of tissues, and a music download card redeemable for four songs.
From a sales perspective, what are the most important items in this box?
My answer would be- the coupon booklet and music download card.
In these two items, Kleenex has ensured they'll benefit from this campaign with increased revenue, not just through goodwill and word-of-mouth. The coupons will lead to direct sales, and the music download cards will net them valuable data about their target market.
I can't be 100% sure, as I haven't received and redeemed one of the Kleenex music cards myself, but digital download cards generally require the user to visit a custom landing page and enter some basic contact information. Depending on the complexity of the landing page, there might also be a short survey required, through which Kleenex can wisely conduct marketing research to learn more about how their consumers interact with and feel about their products and brand.
All in all, the Kleenex Care Pack campaign is a very smart initiative; one that benefits both brand and buyer. For companies looking to promote a health and wellness program and engage employees, a similar care pack would be an excellent promotion. Maybe even throw in some antimicrobial phone pads to control germs around the office!