Kleenex Uses Getmommed.com and Mobile Marketing to Establish Brand Loyalty

With the growing popularity of smartphones, mobile marketing has transformed into a billion dollar industry. Smartphones allow companies to target consumers through websites, texts, applications, and direct voicemail messages. Mobile marketing is an effective way to reach a target audience, but must be done properly. Many times companies are too aggressive and their messages are ignored by receivers.

Kleenex is one company basing their new marketing campaign around this popular trend. Getmommed.com is the site established by Kleenex to cater to consumers’ psychological needs for extra motherly care during the cold and flu season. Consumers are encouraged to visit the promotional site via Kimberly-Clark’s main Web page, print advertisements, and television commercials. Site visitors can complete a quiz matching them to one of eight cyber moms. Pick Magnolia and this Mom can cure your cold with home-style cooking, while Lisa offers craft and home decor ideas. Kleenex reports the most popular Mom is Jessica, the “Best Friend” Mom. After signing up on the site, consumers are able to request wake-up calls, text reminders, Facebook messages, and words of encouragement from their new Mom.

Kleenex's Get Mommed Web site
The GetMommed.com Web site makes sure you have adequate access to motherly TLC this cold and flu season.

Kleenex combines internet and mobile marketing, resulting in a highly interactive campaign. They avoid sending text blasts and e-mail advertisements to consumers, instead offering helpful services that consumers can voluntarily register for. Companies who want to effectively utilize mobile marketing to target their consumers can follow these simple rules.

Integration is key

Smartphones have given users the capability to scan all types of advertising mediums, so integration of all platforms is now extremely important in a company’s campaign. Kleenex effectively merged their platforms and prompted consumers to visit their site through print and television ads.

Give and you shall receive

Offer helpful services or incentives that smartphone owners will use on a daily basis. Kleenex offers weather updates, wake-up calls, or text reminders. These tools provide emotional consumer appeal and help build brand loyalty and awareness.

Get Social with Social Media

Leverage your marketing plan and business with social media sites. Twitter, Facebook, and YouTube are all platforms that can take your campaign to the next level. Remember that connection of all social media outlets is key. Display links for Twitter, Facebook, and YouTube accounts on your campaign’s homepage. Kleenex integrates Facebook links on their main page, allowing visitors to view each cyber mom’s Facebook and befriend them.


Get to know Magnolia, Lisa, and the rest of the Moms through Kleenex’s Webisodes on YouTube.

Kleenex has successfully entered the cyberspace of consumers with these simple rules and the help of eight fictional Moms. They continue to establish strong emotional ties with consumers and create long-term brand loyalty. Follow Kleenex’ lead and your company could be seeing similar results.

Kara Marshall
Kara Marshall is currently interning with Steel Advertising and Interactive, Inc. Recently she graduated from Texas State University with a degree in Mass Communication. She has a passion for marketing, public relations, and all things media related. She can be reached by e-mail at karaemarshall@gmail.com.