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Puffs, Macy's Push Valentine's Day Promos With Charitable Tie-Ins

  |  February 11, 2013   |  Comments

This year, two brands - Puffs Facial Tissues and Macy's - are pushing social Valentine's Day promotions with charitable angles.

This Valentine's Day, the most romantic day of the year may also be the most charitable - at least as far as two brands with digital promotions are concerned.

One such brand, Puffs Facial Tissues, has launched its Puffs Kisses campaign on Facebook to target facial-tissue-using women and benefit Dress for Success, a not-for-profit organization that promotes the economic independence of disadvantaged women.

From February 1 to 24, fans that log on to Puffs' Facebook page can send virtual kisses - which look like lip blots on tissues - to friends. For each kiss shared, Puffs will donate $1 to Dress for Success. Puffs says it will donate $100,000.

According to Puffs Communications Manager Laura Dressman, Puffs has 50 kisses to choose from in categories like Flirty, Love and Friends and Family. Each category has different colors. Each kiss also comes with a message such as, "I'd quit watching reality TV for you," or, "I like you way more than I like your Facebook posts."

Puffs would not disclose the number of kisses shared to date.

"In time for Valentine's Day, we have this Kisses program because Puffs is designed for the entire face. So even though it's what people reach for in cold and allergy season, we know that in time for Valentine's Day, people are using it to blot lipstick or make other subtle touch-ups," Dressman says.

According to Puffs, the product has air-fluffed pillows and is designed for use on the entire face. Indeed, the campaign emphasizes Puffs is not just for runny noses.

"We're looking to showcase all the different ways people use tissues," Dressman says. "Valentine's Day was a moment in time to showcase the iconic lipstick blot and it is a fun way to engage."

Puffs is using the hashtag #PuffsKiss to push the promo on Twitter.

Puffs has 510,000 likes on Facebook and 1,700 followers on Twitter. It is a Procter & Gamble brand.

Publicis Kaplan Thaler developed the campaign.

For its part, retailer Macy's is asking consumers to tag posts on various social networks with #MacysGoesRed to support the American Heart Association's Go Red for Women campaign, which helps fight heart disease in women.

Macy's says it will donate $2 per post up to $250,000.

However, with seven days down and seven to go, the promotion had netted just $3,946 as of Friday, or about 2,000 posts. That's well shy of its goal of 125,000 posts.

A Macy's rep declined comment.

In order to participate, Facebook fans can click on the Facebook, Twitter, Pinterest or Instagram logos on the Color Your World Red tab to choose their preferred network.

For Facebook and Pinterest, users are given the option of sharing one of 11 red-themed images, including a slide, strawberries and lipstick. They can also upload their own images.

Users who want to share on Twitter are given the option to use the message, "43 million women in the U.S. are affected by cardiovascular disease. RT to lower the count with us! @GoRedForWomen #MacysGoesRed," or to create their own.

Users who prefer Instagram are instructed to upload a "red pic" and tag it #MacysGoesRed.

Macy's has 10.4 million likes on Facebook, 153,000 followers on Twitter and 17,000 Pinterest followers.

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Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

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