Kleenex Video Campaign Strikes Emotional Chord

A video popped up in my Facebook newsfeed yesterday, shared by a friend with the caption “get your Kleenex ready.”

 It was exactly the response the brand wanted.

This particular video was created by Kleenex as part of its “Messages of Care” campaign, which includes a series of videos intended to make the viewer reach for a tissue (Kleenex brand, of course).

 In this spot, students and teachers at a Nashville elementary school work together to surprise their beloved custodian. When Mr. Patton walks into the gym - where he thought he was going to clean up a spill - he is greeted with cheers and a surprise gathering in his honor. There are signs, cards, laughing and, of course, tears. Kids and administrators share messages of appreciation, and Mr. Patton was presented with a $1,000 check, courtesy of Kleenex. 



This video made me smile, and is one in a series of endearing Kleenex videos that got to me. The others are just as powerful. One shows a group of teens doing yardwork for an elderly lady while another shows former parents and patients surprising a NICU nurse. Others cover important subjects such as veterans and childhood bullying.

The videos cover a variety of topics and are targeted toward Kleenex’s different buyer personas, but every one is designed to create an emotional response from the viewer.

Content That Connects

Notice how in these videos, Kleenex never mentions anything about its products. Not that its' tissues are softer than the competition’s. Or cheaper. Or more effective. Nope. It’s not about them. It’s about the viewers. Their goal is to strike an emotional connection with (current and potential) customers, so they’ll associate the Kleenex brand with something positive.

Kleenex is just one example of how companies use videos to connect with their customers. What’s different about today’s branded videos is that they are less about the products or brands, and more about the people who use them.

It’s another extension of an inbound marketing strategy, where businesses pull customers in with interesting, relevant content, rather than push messages out. 

Is It Time to Update Your Strategy?

When you think about your current marketing strategy, does it focus on your customers? Do you provide relevant or entertaining content that helps your customer? Or does most of your content focus on YOU and your products/services?

Today, the most successful businesses focus their marketing on the customer, not themselves. They build relationships and develop trust over time, which leads to long-term success.  

If you’d like more information about inbound marketing, or to see how you compare to others in your industry, click below for a free inbound marketing assessment.

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Emily O'Shaughnessy

About the author - Emily O'Shaughnessy

Marketer, Content Creator & Consumer, Doodler & Pez Collector