Kleenex Tissue and Ketchum capture a PR “Gold” as a surprise visit to Olympian Vonetta Flowers engages target audiences in an emotional reunion.
Challenge
Kleenex Tissue challenged Ketchum Sports Network (KSN) with developing and implementing its Olympic sponsorship program – Kleenex MomentsTM – for the second Games in a row. Since no two Olympic Games are alike, KSN needed to develop a creative program that would fit strategically with the unique aspects of the Torino, Italy, Games while reinforcing the brand’s position among the target audience of mothers 25 to 54.
Solution
Ketchum and Kleenex saw an opportunity to pull on viewer heartstrings by sponsoring the mothers of three U.S. team athletes – Elli Ochowicz (speed skater), Kelly Stephens (hockey forward), and Vonetta Flowers (bobsledder) – so they could be at the Olympics in person to root for their daughters. Ketchum followed their emotional journeys, before and during the Games, providing compelling content for NBCOlympics.com. The capstone for the campaign was a surprise reunion of Vonetta Flowers with her mother – who was afraid to travel – and twin sons on the Today show, which was on location in Italy. Ketchum also successfully pitched the story to an AP reporter, further extending the human interest and exposure.
Results
The moving personal stories proved highly effective, with the Kimberly Clark team receiving nearly 120 consumer testimonials in a one-week period. In all, there were over 113 million impressions in national print, TV, radio, and online outlets in a two-week period, with nearly half of 1,500 program placements correlating with the target audience. The “Why Kleenex” message, connecting Kleenex Moments and the Olympic Winter Games were highlighted in 99% of the placements, further reinforcing the brand.
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