The aim for any social media campaign is to garner a reaction, the success of a. Exactly how successful these campaigns are is another matter entirely since there’s no real way of measuring success in terms of sales but that doesn’t stop some agencies from trying to be creative.

Israeli agency Smoyz searched through Facebook to find status updates which showed those that were feeling under the weather. Once they selected 50 people from the status updates, they acquired their addresses from their friends and prepared special Kleenex kits to help them get better.

Once the addresses were acquired and the kits delivered, the selected people then posted up their news showing their surprise and delight at the development.

Of all of those who received the kit, 50/50 posted a photo of it on their Facebook page which is an impressive statistic. This meant that numerous comments, likes and reactions came from their friends, getting the message out there and promoting the brand.

Another development was that people began looking for their own kit, meaning more interaction with the Kleenex brand on Facebook and further promotion. From just 50 kits, Kleenex obtained over 650,000 impressions and 1,800 interactions highlighting the success of the campaign.