Kleenex Wipes
Discussing uses of toilet products has a certain built-in awkwardness, so we had to find a way to portray use occasions in a fun, tasteful way. We helped our client develop an integrated campaign across a number of media to establish brand identity and communicate product information in a customer education campaign.
- Developed highly engaging interactive animations for the product web site, focusing on both brand image and product information.
- Adapted web animations for video display advertising in shopping malls during the busy Christmas period, and a print poster targeting point of use.
- Developed a successful Flash banner to promote a product-related short film in conjunction with Sydney’s popular Tropfest film festival. This was later promoted through a highly successful viral email campaign.
Results:
- Captured more than 50% of market share within several months.
- The banner campaign resulted in more than a half million unique users reached over a 3 day period.
- Site traffic underwent a 74x increase in visits to the homepage, and a 10x increase in visits to the product information page.
- Surprisingly high response to the “World’s Worst Toilet” promotion, generating user content that will be featured in the forthcoming site redesign.
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