The Kleenex Xperiments campaign asked middle school students to perform experiments using Kleenex tissues and posted the results online.
Just in time for back to school season, tissue brand Kleenex is demonstrating the strength of its product in Kleenex Xperiments, a campaign that asked science students to conduct experiments using Kleenex Everyday Tissues and filmed the results.
According to Kleenex, the brand reached out to more than 100 schools that excel in math and science and asked 10 to participate in the program.
These schools challenged their 4th to 8th grade students to use critical thinking to show how the brand's "thicker, more absorbent Kleenex Everyday Tissues" hold up against challenges like sneezes, nose blows, and runny noses.
Kleenex says all methods and ideas were fair game from testing hypotheses using everyday classroom equipment to building elaborate contraptions.
The brand ultimately helped five of the 10 schools bring their experiments to life and captured the effort on video, which can be seen on the Kleenex Xperiments site.
As of September 3, viewership numbers range from about 800 for Slime Cannon to 2,800 for Sodium Sparkler.
Participating schools include: Highland Oaks Middle School in Miami; Edison Computech Middle School in Fresno, Calif.; Shahala Middle School in Vancouver, Wash.; Clarence Middle School in Clarence, N.Y.; and Saginaw Arts and Sciences Academy in Saginaw, Mich.
For each experiment, the site includes tips, facts, videos, photos, quotes, and sketches, as well as the ability to share on Twitter, Facebook, and Pinterest.
According to Kleenex, the effort allows kids to see how Kleenex "can help keep the wet stuff off their hands" and inspires them to practice healthy tissue habits.
It also prominently features Kleenex Everyday Tissues, which the brand says are now 15 percent thicker and more absorbent.
In exchange for their participation, Kleenex says the 10 schools will receive $5,000 worth of Box Tops for Education, which they can use for textbooks, playground equipment, supplies, field trips, and classroom parties.
A Kleenex rep was not available for comment by deadline.
Kleenex is a Kimberly-Clark brand.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her 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.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
November 19, 2014
1:00pm ET/10:00am PT