Our professor asked us to find a PR campaign and do a case study about why it was successful. I chose to study the Ketchum and Kimberly-Clark campaign for Kleenex during the 2006 Winter Olympics. The purpose of the campaign was to get Kleenex in the marketing game of the Olympics without having to use expensive advertising.
In order to do this, Ketchum decided to follow the journey of three athletes through their mother's eyes. The mothers had blogs on the NBCOlympics.com website along with photos and daily diaries. A total of 108 interviews mentioned Kleenex moments shared between the athletes and their mothers.
The campaign was highly successful. Ketchum exceeded all of it's goals and won several awards for their success. The campaign generated 1,507 stories and a total of 113,826,706 impressions. The campaign received coverage in the national media such as The Weather Channel, ABC Radio, Forbes.com, The New York Times, the Chicago Tribune, The Washington Post and The Dallas Morning News. Ketchum won a Silver Anvil Award of Excellence and an award from PRWeek for the Product Brand Development Campaign of the Year 2007. I liked this campaign because of the way it used PR to build a relationship with the consumers by using the tag line "Kleenex Moments." This campaign was really impressive because it was able to break through the flood of marketing and advertising campaigns using PR tactics only.
In order to do this, Ketchum decided to follow the journey of three athletes through their mother's eyes. The mothers had blogs on the NBCOlympics.com website along with photos and daily diaries. A total of 108 interviews mentioned Kleenex moments shared between the athletes and their mothers.
The campaign was highly successful. Ketchum exceeded all of it's goals and won several awards for their success. The campaign generated 1,507 stories and a total of 113,826,706 impressions. The campaign received coverage in the national media such as The Weather Channel, ABC Radio, Forbes.com, The New York Times, the Chicago Tribune, The Washington Post and The Dallas Morning News. Ketchum won a Silver Anvil Award of Excellence and an award from PRWeek for the Product Brand Development Campaign of the Year 2007. I liked this campaign because of the way it used PR to build a relationship with the consumers by using the tag line "Kleenex Moments." This campaign was really impressive because it was able to break through the flood of marketing and advertising campaigns using PR tactics only.
18 comments:
I like this case study, especially since it uses blogs as part of the strategy. Nice job.
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I liked this campaign because of the way it used PR to build a relationship with the consumers by using the tag line "Kleenex Moments.
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