YouTube bumpers multi-ply’d for every watching occasion.

Kleenex challenged Genero’s network to create a compelling 6-second bumper campaign for YouTube, which spanned multiple topics, genres and moods.

The intention was to reignite relevance and drive salience for Kleenex by delivering targeted creative which is contextually relevant for the content the viewer is watching. The bumpers would appear in front of a range of different YouTube videos which are grouped into categories around emotions, life changes and self improvement.

The mandatory? The videos had to feature the Kleenex Tissue Box with hand pulling a tissue and the by-line ‘grab every moment’. Everything else was up to the creator’s imagination.

Motion Foundry, a Creative Studio specialising in the conceptualization and production of moving image design were commissioned thanks to their considered design system and punchy copy.

They provided fun and quirky concepts where the Kleenex product was relevant to each life moment or everyday occasion, while also ensuring a strong emotional or logical connection to the theme of the YouTube video it would precede. Example themes include beauty, home improvement, weddings and comedy.

The approach was simple but effective: a leading question to establish the theme, 3D animation to bring visual interest and the addition of complementary sound effects to bring it all together.

The campaign proved to be a great success for Kleenex, exceeding Kimberly-Clark Australia’s average completion rate at almost 90%.

The results provided interesting insights regarding the interests of the brand’s key audience, which can be used to inform future marketing initiatives.

Motion Foundry delivered a total of 29 bespoke assets, which included an extension of the campaign to Instagram:

• 17 x 6 second Bumpers (16:9 format)
• 6 x 6 second Instagram Stories (9:16 format)
• 6 x 6 second Instagram Main Feed Bumpers (4:5 format)

Check out a selection of the work below.