Kleenex/Facebook

Driving Earned Impressions
with Sincerity Marketing

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.” VIMBY 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.