The document discusses a marketing plan to expand the Kleenex brand using digital marketing. The plan targets men and women over 30 with families by focusing on family-based ads that appeal to emotions using children. Key performance indicators would track how digital marketing increases sales and market share over competing facial tissue brands. The proposed $30 million budget aims to outperform the current $51 million Kleenex budget through strategies like advertising on Twitter, blogs, Facebook, YouTube and commercials.
2. History
1925 Kleenex was advertised in Ladies Home Journal;
marketed towards women only
Kimberly- Clark corporation is the creator of the original
“Kleenex” brand
The word Kleenex is now used to describe any facial
tissue
3. Expanding the Brand!
Our goal is to expand the brand using digital marketing
There are many facial tissues but I want Kleenex to be on
top!
Creating a signature phrase or icon will help spread the
brand
4. Target Audience
Men AND Women over the age of 30
They are more likely to have families to take care of
5. Big Idea
Kleenex would be based more towards families
Women and men over 30 can relate to family based ads
Using children can catch peoples hearts
6. KPI
Sales would prove how my digital marketing is affecting
the campaign
My main goal would be to make a profit while outselling
other facial tissues
7. Twitter
Twitter is a fast and cheap way to advertise
Interacting with twitter users catches peoples attention
and sets you apart from other Twitter users
Retweets help easily spread your brand
8. Blogging
Blogs are a great way to get feedback
I would interact with bloggers to see what they want out
of my product
Negative feedback will only help you
9. Facebook
Facebook is an easy way for people to “like” a brand
Once the brand is “liked” small ads will show up on
peoples screens
Facebook can be used to share comments about the
brand and to
10. YouTube
YouTube can be used to show off commercial
Contest can be created to advertise Kleenex
30 second ads before videos can be created
11. Budget
Kleenex now = $51 million
My Kleenex campaign = $30 million
Commercial fees = $110,000.00 per commercial
The main goal is to spend less then the brand does now
and to create a larger profit