Project overview
Kleenex Wet Wipes Product Launch
The Kleenex Wet Wipes Product Launch implemented a sampling campaign that aimed to drive trial and awareness of their new product during a relevant moment of need. Allionce worked with zoos and aquariums across the US, including the Audubon Nature Institute, Dallas Zoo, Georgia Aquarium, Los Angeles Zoo, Adventure Aquarium, and Omaha Zoo to successfully encourage brand interaction with visitors of all ages.
What We Did
The marriage of Kleenex, a household name and trusted brand, with a fun family-centered adventure spot, was a match made in heaven.
We strategically integrated Kleenex Wet Wipes into the visitors’ experiences by installing stations supplied with free samples of wet wipes at the animal feeding exhibits, childrens’ animal petting areas, interactive touch tanks, concessions, food and treat stands, as well as the finger-painting activity center. In all locations, the availability of Kleenex Wet Wipes was welcomed by visitors, particularly by parents of small children.
The Result
Allionce’s partnership with Kleenex and zoos and aquariums resulted in the teams distributing a combined 800,000 Kleenex Wet Wipes samples.
Our mobile ads delivered over 1 million impressions, with a click-through rate that was 75% higher than the industry benchmark. The program was a success highlighted by strong consumer and venue feedback featuring a product during their moment of need!