Kleenex launches 'Share the softness' campaign

The campaign allows Facebook fans for send a pack of Kleenex tissues to family and friends. But in a bid to make the idea of sharing more meaningful, Kleenex will donate one pack of tissues to a non-profit organisation for every entry into its Facebook competition.

The effort comes after a global survey showed consumers in Southeast Asia put an added emphasis on social responsibility. The research showed 82 per cent of consumers in markets like Malaysia and Indonesia were more likely to recommend a brand that supports a good cause, compared with 64 per cent in the US and Western Europe.

Sumeet Parab, marketing manager of Kimberly-Clark Malaysia, said the campaign is designed to be interactive so it engages with Malaysians of all ages.

The campaign will run primarily through social media, but will also run on-ground and through broadcast and print platforms.

Integricity is its social media agency. Its advertising agency is MCK Creative Resources, while the media agency is MindShare.

In.Deed Communications handles its Kleenex's PR duties.

He said, “The campaign is our way of encouraging Malaysians to show they care and we hope that it doesn’t end with family and friends but also with neighbours, teachers and others in our community who make a difference in our lives.”