7.10.2008
“Let It Out” on the new Kleenex.com
Feeling a little emotional? Need someone to listen or just need to vent? Its okay, just “Let It Out™.” Go to the redesigned Kleenex.com site and let out your joy, your laughter, your tears, your frustration — and then grab a Kleenex® tissue and let out your snot. You’ll feel better.
Fullhouse redesigned Kleenex.com based on thorough research and feedback from target consumers. Improving the user experience was the main objective and by all measures we succeeded, providing site visitors with fun and easy ways to release their emotions and learn about the Kleenex® brand and its products.
By employing a user-generated content strategy for the site, visitors can explore stories from others, give a virtual Kleenex® tissue to encourage and show support for emotions other site visitors have shared, or release their own emotions by uploading photos and text to share with other community members.
To reduce barriers to participation, Fullhouse devised a “Quick Release” function, allowing visitors to quickly submit content without having to share all kinds of personal information. Simple web tools were developed to let site moderators review, approve, and reject user-submitted content.
Kleenex® product information, including product assortment, package designs, product benefits, brand history and brand promotions, is sprinkled in to satisfy the consumers need for more product information.
A combination of an enhanced user experience and an avenue to “Let It Out™” has left visitors feeling better. Website surveys indicate significant improvements in key site metrics including user experience, an increase in the average monthly number of user-generated content submissions, and an increase in site traffic/repeat traffic.
