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Kleenex’s “Someone Needs One” Program Receives Shortlist at Cannes


Kleenex was shortlisted for a Cannes Lions within the Branded Content category for their “Someone Needs One” commercial program. The integrated program featured a first-of-its-kind partnership with Facebook, delivering mood-based content at the right time to the right users.

The branded videos captured people around the country sharing inspiring moments of human connection. The purpose: to illustrate that Kleenex isn’t just a tissue, it’s a gesture of care.

VSA’s partnership with Facebook used published status updates to unlock social interests and mood data that helped target videos to each individual’s emotional appeal. This unique data collection and audience targeting allowed Kleenex videos to reach an optimal amount of specified viewers, forming a highly-strategic media plan unlike any other.

While the entire integrated program featured online content, TV and OOH, the videos drove social engagement and increased positive perception of the Kleenex brand, delivering significant sales growth for a brand in a declining category.

VSA would like to recognize and congratulate the entire team who helped develop and execute this program, including Mindshare, Facebook Creative Shop, Ketchum, Geometry Global, VIMBY and VML.

For a complete list of Cannes Lions award winners, click here.