WILTON, CT: Sun Products fabric softener brand Snuggle has launched “Snugs Across America,” its largest cause campaign in years.
The idea for the initiative came from a survey the brand conducted earlier this year that revealed 85% of Americans show people they care with hugs and smiles. Snuggle is giving stuffed animals to charity in exchange for consumers showing affection on the company's Facebook page.
“We're a fabric softener, so from a functional perspective we're all about making your laundry soft,” said Bibie Wu, marketing director at Snuggle. “Our mission on a higher level is to make the world a softer place, and we felt like this movement would really bring that to life.”
The brand is encouraging consumers to share a “snug,” a combination of a snuggle and a hug, with other people on Facebook. In exchange for every 10 snug photos shared on the brand's page, it will donate a stuffed animal to a child in need, Wu explained. Snuggle's Facebook page has more than 385,000 “likes.”
It is also encouraging fans to view the “Snugs Across America” interactive map, which is highlighting areas of the country where consumers are sharing the most hugs on the social network.
Snuggle is working with Cone Communications, its PR AOR for nearly a year, to raise awareness of the program, said Wu. It is engaging print and broadcast consumer media outlets and mom and laundry bloggers.
“Cone has been with us every step of the way from setting the strategy all the way through the execution,” she said.
Wu added that the brand has a “media integration” with ABC talk show The View, where the campaign was unveiled on Friday. The effort will also be discussed on the show three more times this summer, she explained.
The laundry brand is also using its Twitter account to promote the campaign, which will run through November. Wu said Cone handles social media as well as traditional PR for Snuggle.