Devoted to online marketing, viral marketing, and web marketing

Kimberly-Clark (KMB) launched a smart marketing campaign recently that features spots that show people telling short stories that tug on the viewers emotions. Of course the whole idea is that as you listen to touching stories, you need your Kleenex on hand to wipe away the tears. The emotional pull is strong and effective.

The company rolled the ads out on national TV and in movie theaters on January 1 both in the U.K. and the U.S.

They also created a Web site built around the campaign called "Let it Out." They have a good video showing a women talking about her wedding and how she handles walking down the aisle. She eventually sheds some tears, along with the person that is listening to her. It's done very well.

The site has a good foundation set, but they really miss probably their best opportunity when they didn't add any way for people to "let it out" on the site. If any type of person would want to participate, it would be someone wanting to let out what they have in them. This is a huge, missed opportunity at this time. I would really be surprised if they didn't change this soon.

They did start a blog on it, which when I checked it out only had one entry so it's too soon to comment on that. It's the one place where at least people can comment and add something of their own if they want.

On the site there is a place where people can provide their email address to keep on top of what the company is doing, which is good, but again, I know it would be much more powerful if users were given a cathartic way to express their emotional stories on the site.

If they add this to their campaign, I think they really have a long-term winner that will extremely benefit the company and its customers.