Kleenex sought to increase brand appeal among 18 to 34 year olds through a partnership with Mr Doodle for a limited edition tissue box series. The centerpiece of the campaign was a captivating live art installation at the Outernet London, where Mr Doodle put pen to glass to doodle his famous designs inside a giant glass Kleenex cube, creating a visually stunning spectacle.
The challenge presented to Fabric Social was to effectively translate this one-off, in-person experience into a real time social campaign that could engage audiences nationwide.
Our specific objectives included:
Ultimately, we needed to prove that social could not only broadcast a live event, but elevate it. The goal was to create an interactive, participatory, and shoppable social campaign that encouraged immediate engagement from Gen Z.
To launch the Kleenex x Mr. Doodle partnership, we executed a comprehensive social campaign designed to elevate the collaboration beyond its physical footprint at the Outernet. So rather than treating social media as mere post-event amplification, we positioned it as the engine driving the event itself.
We kicked off the campaign by seeding pre-event teasers across brand and social channels ahead of the livestream, building anticipation and driving registrations. This ensured a primed digital audience ready to engage from the moment Mr. Doodle's pen touched glass.
The heart of the campaign was a six-hour shoppable livestream from Outernet London, transforming the in-person activation into a widely accessible experience. Our strategy reimagined livestreaming as an interactive platform, allowing our audience to view the experience while influencing Mr. Doodle's artwork in real time and purchasing the limited edition box directly on TikTok Shop.
This wasn't just any livestream; it featured TV-level production with eight cameras, including GoPros for unique POV angles (even capturing Mr. Doodle's chest), ensuring viewers had the best possible vantage point and exclusive access to the event.
Two live hosts acted as the bridge between physical and social audiences, engaging online for six hours, reacting to comments and questions, and promoting product sales directly from TikTok Shop. This real-time co-creation transformed the event into a participatory experience, where viewers suggested doodle ideas for Mr. Doodle to bring to life during the stream, making them active participants rather than mere spectators.
To maximise engagement, we offered giveaways and flash sales. Behind the scenes, three community managers moderated comments, proactively uploading a list of 100 offensive words and emojis to TikTok to prevent inappropriate comments. For any other words not on the list, these moderators swiftly removed them and encouraged positive engagement. Throughout the day, they managed over 6,100 comments, responding instantly and shaping live prompts to spark interaction. Engagement spikes corresponded with interactive doodle requests, showcasing how agile digital facilitation amplified the live atmosphere.
Amplification ran in parallel with the event itself, as we knew a multi-channel approach would sustain interest throughout the campaign. Alongside the livestream, we published dozens of content pieces to boost awareness and viewership and collaborated closely with TikTok, who provided a nationwide push notification to expand our reach, ensuring the event resonated with a broad audience.
After the event, we launched additional content referencing the Outernet activation and driving purchases on TikTok Shop, specifically retargeting livestream viewers and engagers through paid ads to extend the cultural moment beyond the six-hour window. Additionally, we also collaborated with Mr. Doodle on his social presence to leverage his audience and promote the livestream and partnership.
We also faced operational challenges in real time when two GoPros overheated during the livestream. The team swiftly switched to alternate angles, ensuring a continuous broadcast without disrupting the audience experience. This flexibility allowed us to maintain the integrity of the interactive, responsive experience throughout the event.
The event delivered measurable impact at scale, transforming a single location art installation with Mr Doodle into a nationwide digital experience. The campaign delivered over 11.4M views, extending the Outernet activation far beyond its physical audience. Of this reach, 73% was driven by paid amplification, with the remainder generated organically through push notifications and reactive content, demonstrating how our social distribution elevated the event’s visibility in real time.
Audience participation throughout the LIVE was exceptional, with 128K views, 22 seconds of average watch time of the stream, 76,000 likes and over 6,100 comments (one comment every 3.5 seconds) submitted during the six hour broadcast. Engagement spikes aligned with live prompts and interactive doodle requests, illustrating how real time responsiveness deepened audience involvement and sustained momentum throughout the event.
Commercially, TikTok Shop integration generated £2.6K in gross merchandise value, showing how real-time responsiveness directly converted attention into sales.
Beyond numbers, the campaign strengthened Kleenex’s cultural relevance with a younger audience. By combining live art with responsive, shoppable content, we created a shared cultural moment where brand, creator, and audience co-created in real time. This campaign truly highlighted how agile decision making, real time monitoring, and interactive content can transform a live moment into a dynamic, participatory experience.
Ultimately, it proves that when social sits at the heart of an event, rather than on the sidelines, it can expand its scale, intensify participation, and turn cultural moments into measurable business results in real time.
