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For me, the best marketing or advertising success stories are exactly that – real stories. People connect with people, and that’s when the magic happens.

Sure, brands and products are important – but if you don’t touch that inner emotion that takes a potential customer from intent to the buying trigger, then you won’t get the sale, simple as.

Israeli creative agency smoyz clearly understand this, as their recent Facebook campaign for Kleenex shows.

The goal was simple – to create buzz around the Kleenex product in Israel using social media. The delivery by smoyz was simple too, when you think about it – Kleenex makes tissues, so let’s find people that need tissues and help them out.

Using Facebook and social search keywords, smoyz soon began to find the target audience on Facebook, and with the help of friends of those targeted, made their winter blues a little bit easier to overcome.

Watch the video below to see how it all happened, and the results that smoyz achieved for their client – they’re pretty impressive (as are the turnaround times for delivery of the Kleenex Feel Good care packages).

Just goes to show, if you create a great story and deliver that to your audience, you’ll get the success you’re looking for.

Simple when you think about it, eh?

[youtube]http://www.youtube.com/watch?v=bGFflwe4mtI[/youtube]

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Danny Brown
Co-author Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing. #1 marketing blog in world as per HubSpot. Husband. Father. Optimist. Pragmatist. Never says no to a good single malt. You can find me on Twitter - Google+ - LinkedIn.
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Share your thoughts

24 Comments on "How smoyz Helped Kleenex Deliver the Feel Good Factor Online and Offline"


7 Creative PR and Marketing Ideas Sword and the Script
4 months 21 days ago
[…] or advertising success stories are exactly that – real stories,” wrote DannyBrown in a blog post about a creative marketing idea from smoyz, a creative boutique, working on behalf of Kleenex. […]
AraNashera
2 years 9 months ago
Am sooo hooking up in here. Danny  Frank Abaho Joseph Butera 
Shelley Pringle
2 years 11 months ago
HI Danny, thanks for sharing this great case study. It's a real pleasure to read about a company that's doing social media right. I have to admit I'm getting a bit weary of reading blog posts about organizations who are doing it wrong. Some of them help us learn from others' mistakes but many seem to just pile onto the 'bad' guys just for the sake of making someone else look bad.
Danny
2 years 11 months ago
Hi Shelley, Oh, I'm probably as guilty as the next person for calling out bad practices and campaigns (though I'll try do it objectively, at least). But I far prefer highlighting the good and great examples - like you say, that isn't done anywhere near enough. I'll try keep my ratio on the good example side. :)
TylerOrchard
2 years 11 months ago
@shelleypringle @jgombita @DannyBrown great read...you have to love the feel good stories.
jgombita
2 years 11 months ago
Dangers of cause marketing (using the "culture" of breast cancer) is explored in @thenfb's Pink Ribbons, Inc @TylerOrchard @shelleypringle
DannyBrown
2 years 11 months ago
@TylerOrchard @shelleypringle Thanks guys, glad it resonated :)
Jason Monaghan
2 years 11 months ago
This is a great follow up to their other campaign that also made the connection between the emotional reality of life and the need for tissues in the expression of those emotions. They called it "Let It Out" in England and "We're Listening" in the U.S. I think the effect was not as good as this campaign, but they are on the right track. I also feel that this lends itself to the TED presentation that beautifully explains that loyalty comes from the passion of the company's direction instead of the tactics of the company's marketing team - and smoyz seems to have nailed both of them! Thanks for the post!
Danny
2 years 11 months ago
Hey there Jason, I didn't know about the other campaigns - I'll have to check them out for sure. And you can never have enough TED Talks - they're awesome. Cheers, mate!
Mark Longbottom
2 years 11 months ago
Simple to engage, simple to talk, simple to share when you care. That level of care takes time, and it pays off forever because relationships, trust and loyalty are shared and shared and shared. By being embraced the participants are bound to join in nearly 99 times out of a 100, simple human nature we all like to be listened to and thought about. Where as sales end once the deal is done.
Danny
2 years 11 months ago
Such a good point, mate. As the results showed, 100% of recipients talked about it. You can't buy that kind of marketing muscle. Sure, it takes time - but you can either have the legwork to create relationships and loyalty, or a long time doing nothing when your business fails. Your call. Cheers, sir!
Mark Longbottom
2 years 11 months ago
Time well spent, one day all those marketeers and broadcasters will relate to this in time. Till then we can talk and they shall shout :)
hypnodude
2 years 11 months ago
Pretty smart. I don't remember where I've read it but the answers are more or less always simple, it's the human being and his mind that's complicated. Very interesting Danny.
Danny
2 years 11 months ago
I like that phrase - "Answers are more or less simple; it's the human mind that's complicated." I may just have to stick that on my wall!
hypnodude
2 years 11 months ago
Yeah, together with K.I.S.S. maybe. Something I should definitely do too. Well, let's go printing. :)
Eric CEO
2 years 11 months ago
Great Article. They did a lot of research to get the information they needed to make the campaign successful. personally I love Kleenex for as long as I can remember we have always had it in our home, car, etc.... Thank Danny.. You Rock Brotha..
Danny
2 years 11 months ago
Hey there Eric, And people still question the value of a solid research program before implementation. Ah well...
ifdyperez
2 years 11 months ago
This is fantastic, and amazing that all of the recipients posted something about it on FB. Great story, I'll share it with our followers. Thanks!
DannyBrown
2 years 11 months ago
@ifdyperez That's the great thing about doing great things, Ifdy - people will share. Funny how many businesses seem to miss that simple step. ;-)
Justicewordlaw
2 years 11 months ago
Yeah this is really amazing. They took an experience to an entirely new level.
DannyBrown
2 years 11 months ago
@Justicewordlaw And that's the differentiator. Make people feel great; make it about them; and that's your "in" for the marketing needs. Then you need to continue being great. ;-) PS - email coming your way this week with long-overdue responses. ;-)
Justicewordlaw
2 years 11 months ago
@DannyBrown Sounds great looking forward to it