Background

Kleenex introduced a new product in 2013: flushable cleansing cloths. We were briefed to add a digital and social element to their experiential sampling campaign and drive the reach of the experience beyond the activation sites, encouraging customers to reconsider their bathroom routine with a combination of wet and dry Kleenex Cottonelle Flushable Cleansing Cloths.

Objective

We needed to extend the activation beyond the day of the event. The challenge was getting them to trial and choose Kleenex Cottonelle Flushable Cleansing Cloths while generating awareness and engagement with consumers about the ‘New Level of Clean.’

Idea

We positioned Cottonelle as the social voice of clean by asking users to score their bathroom and hygiene habits in an online quiz, The quiz scored their bathroom and hygiene habits, ran a ‘germ scan’ and assigned a score out of 100  with a direct call to action for product info and a challenge to share their hygiene score. We used Facebook posts to promote the challenge, and developed an iPad version of the quiz at promo event ‘New Heights of Clean.’ We used results from the hygiene test to create a series of compelling info graphics to share socially, riffing on Sydney vs Melbourne’s rivalry. 

Results

We reached over 1M Australians with the message that while they might consider themselves ‘clean’ - there was another level of clean made possible with Kleenex Cottonelle Flushable wipes. With over 17,000 interactions and an average engagement rate of 2% (AU National FMCG average is 0.25%), the message resonated with users.