The month-long celebration includes a Twitter party and special social media theme days such as Giveaway Tuesdays, Wish Wednesdays and Throwback Thursdays. The fabric softener brand has been on a mission to contemporize the brand for the past three years and today, Snuggle Bear has a growing social media presence that boasts a high level of engagement among fans and followers on the mascot?s official Facebook, Twitter and Instagram channels, according to Sun Products. 

 ?Snuggle Bear has a growing social media presence with a remarkably high level of engagement among his fans and followers on his official Facebook, Twitter and Instagram channels,? said Brendan O?Marra, director of digital and promotion at Sun Products Corp., Wilton, CT.

 ?That being said in the world today the majority of people use their mobile devices for social media purposes,? he said. ?The engagement rate of consumers interacting on social media is significantly higher than those using their desktop computers. 

?The combination of activating this promotion across social platforms with the high engagement rate of mobile users allows the brand to reach a wider consumer base that is highly engaged in social content.?

Pop culture icon?
Snuggle Bear was created in the early 1980s by Jim Henson?s Creature Shop. The brand mascot has become something of a pop culture icon, appearing in televisions shows and social media memes. 

The company will use its Facebook page to encourage fans to send birthday wishes to Snuggle while Instagram will be leveraged on Sept. 9 to share photos celebrating Snuggle Bear?s birthday and National Teddy Bear Day.

On specific weekdays throughout the month, Snuggle will leverage its social media channels for themed events. 

On Giveaway Tuesdays, consumers will be able to enter to win a year?s supply of Snuggle products and limited-edition birthday bears. 

On Wish Wednesdays, Snuggle Bear will ask consumers how they would celebrate his birthday and make the world a softer place. Some of the responses will be used for picture posts and a series of e-cards. 

Deeper engagements?
On Throwback Thursdays, Snuggle ads, images and packaging will be featured in retro images. 

?There are many consumers who grew up with Snuggle and now, 30 years later, whether because they are now mothers themselves or they are nostalgic for their youth, are looking for ways to reconnect with an old friend. This campaign is a way to connect with Snuggle Bear fans emotionally and connect them back to the product,? Mr. O?Marra said. 

?By showing them images from 30 years ago, we are also reminding them that Snuggle has been around for 30 years with the same quality and emotional connection,? he said. ?This kind of brand endurance and consistency is important to consumers because it helps drive value.?

Other elements of the campaign include a donation to Make-A-Wish Connecticut. 

Sun Products? efforts to update the Snuggle Bear?s image include developing bear-led content in relatively cost-effective way on digital and social platforms.

?By using contemporary digital and social marketing tools to engage our fans, we have built credibility across social platforms and in turn increased our engagement,? Mr. O?Marra said. 

?By building a multi-platform digital strategy we have been able to keep fans engaged and loyal through regular contact at a deeper level,? he said.