The Kleenex Score

VML | IMDb | and Amazon

Ever wish you knew how many tissues to have on hand before hitting play? IMDb is thrilled to introduce The Kleenex® Score, a brand-new rating system designed to give you a heads-up on a film's emotional impact.

The Kleenex® Score helps you anticipate all the tear-jerking moments, whether you're diving into a heart-wrenching drama or revisiting a nostalgic favorite. Now, you'll be prepared for every sniffle and sob!

Idea

Kleenex® partnered with IMDb to create The Kleenex® Score, a unique rating system that helps movie lovers gauge the emotional impact of a film before they hit play. Launched ahead of one of the biggest nights in film, the campaign featured a curated list of Tearjerker Titles—a mix of nostalgic and new films—giving audiences an engaging new way to discover emotional movies and prepare with Kleenex® Ultra Soft.

Movie lovers often go into films not knowing just how emotional the experience will be. Kleenex® wanted to create a fun and useful way to connect with audiences in those moments of high emotion—before the tears start falling.

︎︎︎ AdAge
︎︎︎ USE by Clios
︎︎︎ Little Black Book
︎︎︎ Brand Equity
︎︎︎ CW33
︎︎︎ Trend Hunter
︎︎︎ Wersm




Results

The Kleenex Score campaign reached 251 million people across social platforms and significantly boosting visibility. Sales saw a +5.6% increase in the first week compared to last year, climbing to an impressive +14.4% by week four. The campaign also attracted new customers, with 35% of purchases coming from first-time buyers. Additionally, movie enthusiasts upgraded to larger Kleenex packages, increasing spend per unit by $2.93, highlighting the campaign’s success in driving growth and premium product adoption.


Growth

251MM Reach
+14.4% Sales increase from year before
35% New customer purchases

Credits

VML | IMDb | Amazon

Account Executive: Jessica Gazzani
Sr. Sales Account Manager: Mika Toncheva
Creative Campaign Manager: Taylor Ortega

Head of Originals: Lindsay Campbell
Senior Producer: Alex Logan
Sr. Production and Post Mgr: Matt Detisch
Editor: Randall Chu
Production Support: Bapu Griscom
Motion Graphics: Christopher Arens

Head of Creative Studio: Riel Phillips
Sr. UX Design Manger: Zoe Shiovitz
Associate Director: Wilson Saloj
Senior Art Director: Adam Toma
Sr. Design Technologist: Michael Trueman
Sr. Content Marketing Manager: Michelle Nelson
Sr. Sponsorship Editor: Vanessa Wesley

For Your Consideration

2025 Cannes Lions
Media, Silver Lion
Creative Commerce, Bronze Lion
Shortlist, 

2025 Clios 
Integrated Campaign, Gold

2025 One Show
The Kleenex Score, Bronze Pencil

2025 Creativity
The Kleenex Score, Gold