Challenge
In the summer of 2020, the team from Kleenex at Walmart was looking to find an innovative way to reach consumer moms and spread awareness about their ‘Back To School’ initiative. To amplify their message, the brand wanted an influencer that understood the importance of keeping little ones safe and healthy during the school season.
Solution
Taillight curated a list of authentic brand partners and Kleenex chose author and actress, Kimberly Williams-Paisley to represent the campaign. And because the back to school season was in constant transition due to the pandemic, Taillight pitched the idea of shooting multiple versions of the messaging with Kimberly. That way, Kleenex was ready to share the brand messaging whether kids were back in schools or learning from home. Kleenex also partnered with DonorsChoose, which is a nonprofit organization that allows individuals to donate directly to public school classroom projects. For the month of August, when shoppers bought Kleenex at Walmart, they supported their $1,000,000 goal with DonorsChoose. Campaign In Action: We shot multiple versions of the content so that Kleenex could pivot their messaging depending on the state of the world at the time of go-live. Kimberly Williams-Paisley posted five pieces of content across her Facebook and Instagram pages. The video content was also utilized on the Kleenex product page of Walmart.com. Negotiated influencer contracts, managed celebrity contract fulfillment, produced content during a one-day shoot, managed content calendar and provided monthly reporting.
Results
- 353K VIDEO VIEWS - total reach: 978K - 2,145 Clicks to the kleenex at Walmart Page - 1.3M TOTAL IMPRESSIONS
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