WE CHALLENGED REAL KIDS TO COMBINE TWO THINGS THEY LOVE: SCIENCE AND SNOT

Assignment: Get teachers to put Kleenex Brand tissues on their back to school lists, and convince moms they're worth the extra cost

Idea: We invited students from the country's top science elementary and middle schools to come up with the most inventive, extraordinary, even outrageous ideas for testing the strength of "new thicker, more absorbent" Kleenex tissues. And they didn't disappoint. We awarded the ten best Xperiment ideas with a Box Tops for Education grant, and traveled the country to bring five of them to life on video.

A FEW OF THE VIDEOS

MICROSITE

We also create a Back-to-School microsite featuring the full video series, info about our partnership with the five featured schools, healthy classroom info and, of course, a Kleenex coupon.

Xperiments homepage

We designed the main page to be a long, continuous scroll, allowing people to discover each of the videos sequentially, or skip to any specific one from the hero.

One of the video pages

About page

Results

We can't really take all the credit, since it was the kids who stole the show. But our video series drove 62% more traffic and 151% more coupon prints than the previous year's program. The work was also featured on Agency Spy, Fast Company, and as a Creativity Online Pick of the Day.