Snuggle’s Love for Customized Content Drives Engagement in Valentine’s Day Campaign

Snuggle’s Love for Customized Content Drives Engagement in Valentine’s Day Campaign

Author: Elyse Dupre / Source: DMN In its recent campaign, the fabric softener brand invites consumers to create personalized videos and ha

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In its recent campaign, the fabric softener brand invites consumers to create personalized videos and have mascot Snuggle Bear sing to their Valentines.

A lot of brands sing Valentine’s Day’s praises by sending themed emails or by offering special discounts. But fabric softener brand Snuggle took a more literal approach this year with its “Snuggle Serenades” customized-content campaign.

Flirting with a new idea

Michael Monteleone, senior brand manager of Snuggle, says the Henkel-owned brand has run Valentine’s Day campaigns for the past four years. And while the association between the February holiday and fabric softener might not seem evident at first, Monteleone argues that the product’s core benefit of helping loved ones cuddle up together make the two a match made in Heaven.

“Snuggle and Valentine’s season go hand-in-hand,” he says.

However, Monteleone knows that standing out in a crowded marketplace—especially in his category—isn’t getting easier. So, he and his agency team at Campbell Ewald started brainstorming ways they could produce a relevant and engaging campaign that would break through this clutter last Fall.

After seeing shows like Lip Sync Battle and Carpool Karaoke experience a lot of buzz, the companies decided to tap into this trend and create a digital asset that would not only attract consumers but encourage them to share. The result was “Snuggle Serenade”—a campaign in which consumers could create their own customized videos of the brand’s mascot, Snuggle Bear, singing to their Valentines.

“Snuggle Bear has been around for more than 30 years,” Monteleone says. “So, it’s important for us to find ways to stay relevant to consumers and stay accessible in an ever-growing digital environment.”

Putting customized content at the heart of the campaign

To make a video, consumers can visit SnuggleSerenades.com and choose from one of two songs they’d like Snuggle Bear to sing. After consumers choose a song, they can customize the video by adding their name, as well as the name of their Valentine. They can also select up to four photos to include in the video by logging into Facebook or by leveraging…

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