Kleenex x Mr Doodle: Turning a launch campaign into accessible art

The Challenge

Kleenex was facing declining UK sales and household penetration, with purchases heavily concentrated among older, reactive consumers.

The Strategy

Partner with artist Mr Doodle to turn Kleenex packaging into display-worthy art objects and engage younger demographics via a social-first, creator-led campaign.

Execution and Innovation

Activated a live Outernet London takeover shaped by TikTok prompts, social content showing the design process, TikTok Shop creator-commerce integrations, and public art installations.

Results

Achieved 160% of the annual sales target in just three months, delivering Kleenex’s highest household penetration and market share since 2020.

Judges' Verdict

"Great example of working with a creator at the start (ideation/creative) and throughout a campaign to attract younger customers. A 360 campaign that delivered proven results in terms of sales."