Most remember Snuggle Bear from his old school TV commercials, but the fabric softener brand had yet to leverage that nostalgia in an Internet-y way. So on Valentine’s Day, we launched a microsite where visitors could create custom video valentines, featuring Snuggle Bear serenading their sweetheart to the tune of Minnie Riperton’s “Loving You,” and “Time of My Life” from Dirty Dancing.
Thousands of videos (and gifs) were created and the campaign generated 600% more engagement than past Valentine’s activations.
The press seemed to enjoy it, too.
To celebrate, I had Snuggle serenade Guy Fieri.
D Show Awards - Best of Digital Media