The Campaign

Kleenex believes in the 'Power of Soft Touch' - of how just a small touch of softness can mean so much love and care. In this campaign, to move beyond product talk, we bring the conversation into a larger and more relevant context of woman self-love and beauty care - empowered by Kleenex Moisture Touch. The activation is built upon a very simple insight: your ID photo never looks your best. It represents your identity yet never represents your beauty.

Creative Execution

To solve this, It’s the first time we’re going make a big change. We partnered with district to create free popup makeover booths for anyone who wants to look their best in their ID photo. With a special makeup, better lighting, exclusive taking care from our professional staffs in every process of shooting. And of cause, everyone has been took care from the softest touch of Kleenex. Many women walked away with beautiful photo in ID cards and happiness in their faces. This campaign urged Thai women to give themselves more love and soft touch of care in everyday.

Describe the success of the promotion with both client and consumer including some quantifiable results

The conversation in social media became a talk of the town topic. Anyone else who saw this campaign, want to have their own beautiful photo. Most Thai women’s feedbacks showed sympathy as well as appreciation of how the brand has take real initiatives an addressing their real life insight. And this became to be a starting point to let them have a better taking care for themselves. Engagement results within the campaign period also registered dominance over our competitors with consumer survey indicating similar results.

Explain why the method of promotion was most relevant to the product or service

ID is a card to identify each person. People carry it to everywhere. However, people do not feel that it represents them as the photo on their ID is unsatisfied. Thai ID is shot under several restrictions that prevent them to get their best shot. They hardly want to show it, and even feel embarrassed of it. We then set the beautifying booth at the district office, where people can touch up themselves before taking a photo.

Kleenex believes in the “Power of Soft Touch” - of how just a small touch of softness can mean so much love and care. in this campaign, to move beyond product talk, we bring the conversation into a larger and more relevant contract of woman self-love and beauty care - empowered by Kleenex Moisture Touch.