Kleenex Wins Festival of Media Award for Adaptive Marketing

Kleenex has won the Best Use of Targeting Award at the Festival of Media Global Awards

Kleenex, the Kimberly-Clark owned tissue brand, has won the Best Use of Targeting Award at the Festival of Media Global Awards for its Kleenex Adaptive Marketing tool.

Developed by Mindshare, the global media agency network, the Kleenex Adaptive Marketing tool allows Kimberly-Clark to only target media spend in the UK where there is an active flu outbreak - to a 96% degree of accuracy - boosting year-on-year sales by 40%.

It works by combining historical NHS flu data and city level Google search data, obtained by buying keywords linked to searches on cold and flu, to provide a robust statistical correlation between Google searches and flu outbreaks. This data is then plugged into a planning tool that spans TV, Print, Online and Out of Home media, enabling Kleenex to be 'on hand and in hand' when people fall ill on a targeted basis.

To see the full video case study click here.

Camilla Davison, Kleenex Tissues and Beauty Marketing Manager UK & ROI said: "Taking an adaptive approach with the Kleenex commercial program has revolutionised our understanding of what we can achieve through media. Mindshare has helped us to harness data in a way that delivers real value back to us and means we have smarter, more efficient and more targeted communications than ever before."

Mark Creighton, CEO Mindshare UK said: "At Mindshare we believe that 'everything begins and ends in media' - media provides us with the data we need to help our clients find new opportunities, and an adaptive ethos allows us to harness that data to our client's advantage. The more we listen and adapt, using the data, the more we help our clients to succeed and the better experience a consumer has of the brand. We are delighted that Kimberly-Clark has been given this award for its belief in an adaptive marketing future."


For further information or photos please contact Greg Brooks at Mindshare Worldwide - greg.brooks@mindshareworld.com or +44 (0) 7826 869312

Mindshare is a global media agency network with billings in excess of US$29.2 billion (source: RECMA). The network consists of 113 offices in 82 countries throughout North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world's leading communications services group.

GroupM is the leading global media investment management operation. We serve as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare. Our primary purpose is to maximize the performance of WPP's media communications agencies on behalf of our clients, our stakeholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies.