Driving Earned Impressions with Sincerity Marketing

VIMBY Kleenex was looking to evolve from an association with illness to a part of everyday life… to be seen as an instrument of care. Facebook came to VIMBY to develop a video content-driven campaign for the brand that delivered “Gestures of Care.” canvassed the country looking for emotionally uplifting stories of real people showing meaningful gestures of care and brought those stories to life in 31 videos from 22 markets. The campaign created not just organic impressions but an Ad Age viral video of the year along the way.

What We Did

  • Campaign Development
  • Casting & Local Story Development
  • Drone & Aerial Photography
  • Still Photography
  • Post Production
Kleenex/Unlikely Best Friends
Kleenex/Tiny Miracles
Kleenex/A Caring Chorus

31

Videos shot in 22 US Markets

120+

Million organic views on Facebook & YouTube

10

Top 10 viral video of the year (Ad Age)