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Case Study: Kleenex Taiwan achieves 37% lift in premium brand perception and 50% higher consideration with Facebook
A Facebook Case Study
Changing perception about an everyday item with Facebook video ads
Kleenex Taiwan, a maker of premium household tissue, faced the challenge of shifting consumer perception in a price-sensitive category and wanted to move beyond its traditional TV-first approach. The goal was to strengthen its premium image and boost purchase consideration among household decision-makers aged 25–44.
Kleenex ran Facebook video ads showcasing three product lines, used Canvas for an interactive mobile experience, and retargeted viewers with link ads to drive site visits. The campaign delivered strong results: a 37% lift in premium brand perception, 50% lift in brand consideration, 12x higher return on ad spend versus other digital video platforms, 4x the reach of TV, and 3.7% incremental sales from Facebook.
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