IMDb Launches New Emotional Impact Rating System, The Kleenex® Score
VML | IMDb | 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!
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Challenge:
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.
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.
Visit The Kleenex® Score: https://www.imdb.com/features/kleenexscore/
Result:
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
Press:
AdAge | MUSE by Clios | Little Black Book | Brand Equity | CW33 | Trend Hunter | Wersm
Awards:
2025 Cannes Lions | The Kleenex® Score
Media, Silver Lion
Creative Commerce, Bronze Lion
3 Shortlisted Cannes Lions (Brand Experience and Activation, Direct Data & Technology, Direct Culture & Context)
Credits:
VML | IMDb | Amazon
Account Executive: Jessica Gazzani
Sr. Sales Account Manager: Mika Toncheva
Creative Campaign Manager: Taylor Ortega
Head of Creative Studio: Riel Phillips
Sr. UX Design Manger: Zoe Shiovitz
UX Interactive Designer: Wilson Saloj
Senior Art Director: Adam Toma
Sr. Design Technologist: Michael Trueman
Sr. Content Marketing Manager: Michelle Nelson
Sr. Sponsorship Editor: Vanessa Wesley
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
