1. Man Lin 11/29/2010 Kleenex Social Media Campaign Care is Everywhere

2. Background Mission Brand Categories Current Situation 3. SWOT Analysis S W O T Brand awareness is high. A dominant brand with 46 percent market share. Did not use social media very well. Sales dropped 5.5 percent. Potential market is large. Winter season is the best season to promote facial tissue. Other competitors. During the downturn, consumers have switched to cheaper store brands. 4. Objectives Develop Kleenex social media; Create Buzz through social media; Improve brand preference Increase market share 5. Theme: Care is Everywhere Method: Digital Marketing New Campaign 6. Key Words 7. Contents Theme: Care is Everywhere Share stories about Kleenex Write copy about the function of Kleenex Offer some healthy tips for people Provide some consolation for consumers when they need help Tips: SEO Style 8. Reach Your Audience Primary: Online Twitter Facebook Youtube Own Website Blog Forum Secondary: Offline Printer: Billboard, Magazine, Newpaper TVC 9. Budge and Timeline Budge: $50 Million Timeline 10. Monitor Things to monitor The reaction of our campaign Negative articles about Kleenex Competitors activities Tools: Google Alert Socialmention Hootsuite 11. Measurement Things to Measure: Brand image Brand preference How successful the campaign is Market share Sales 12. Thanks