Kleenex partnered with IMDb to create "The Kleenex Score," a unique rating system designed to help movie lovers gauge a film's tear-jerking potential, ensuring they are prepared with tissues before emotional moments begin. Launched prior to the Academy Awards, the campaign promoted curated "Tearjerker Titles" through display ads on Amazon and IMDb.com, social influencers, an Amazon Brand Store, and a dedicated Kleenex offer on Amazon. The initiative navigated challenges such as crafting an authentic, non-promotional rating system, establishing credibility for a tissue brand within the entertainment sector, and converting emotional predictions into practical purchase behavior.