Dive Brief:
- Fabric conditioner brand Snuggle lent the voice of its mascot Snuggle Bear to a Valentine's Day promotion that lets users create custom video serenades, per a company press release.
- Since the launch of the campaign on Jan. 21, Snuggle Bear has sung in more than 50,000 customized valentine serenades and the effort has reached an estimated audience of over 140 million through digital, mobile, social and PR.
- To create the custom valentine's videos, users visit a dedicated website, select a classic love song, upload up to four photos of the serenade's recipient and then share the resulting song on social media, email or text with the hashtag #SingItSnuggle.
Dive Insight:
User-generated content is an increasingly popular tactic for brands, especially around big marketing moments like Valentine's Day. Snuggle's serenades show that these types of campaigns provide tangible results, and can garner millions of impressions for marketers.
Dunkin' Donuts is running a similar promotion, allowing users of Apple's iMessage to create custom cards with the app. By leveraging social, brands can capitalize on the chatter that inevitably surfaces around these times of year anyway.
Valentine's Day also tends to leave consumers looking for creative outlets to profess their love and Snuggle's customizable video provides a funny, quirky alternative to the typical greeting card.
Snuggle's campaign taps into a $1 billion greeting card market, according to NRF forecasts highlighted in the press release. By allowing people to send personalized greetings digitally, no postage or actual card purchase is required, making the Snuggle videos doubly appealing.
