Fabric conditioners brands focus mainly on functional or sensorial attributes, if not promotional campaigns.

Snuggle is known as different brand names across the countries (Cajoline in France, Robijn in the Netherlands, Yumos in Turkey…), but what differenciates it most from the other fab con brands is definitely its famous Teddy Bear as a playful, magical brand icon!

We thought it was a great starting point for a truly emotional experience that could be proposed globally to the greatest number of people, while Branded Entertainment usually happens to be mainly digital, with few direct emotional interactions with people’s real lives.

There were no particular restriction due to official regulating bodies, but a great challenge though: how to build this global storytelling around the Snuggle Bear, and without exposing brand name, respecting local specificities as well (different brand names, cultural particularities…)?

A teasing video was broadcasted on each local fanpage, followed by first photo and video content from NYC as the first stage of the Bear’s trip. Then the story could go on!

A Facebook Tab was designed to gather content linked to the Tour, and was localized in each country. Based around a « Hug-O-Meter » counting hugs live, it let fans know in real time where the Bear was travelling, how many people he met and when he would be able to go to another country. Videos were constantly uploaded on this tab along the Tour, as well as photos from the brand or from people attending. Community Managers chose from this tab the more relevant content to be pushed on the Facebook wall for their local communities.

A Twitter account was also created as a global asset animated by the Bear himself! It allowed us to broadcast exclusive, 100% live content along the Tour from a global perspective, in addition to the Facebook localized one.

The campaign idea succeeded into seducing and mobilising 7 markets from different continents, with communities at very different development stages :

- from countries with a very developped and naturally engaged community (600K fans from Romania, Turkey, Brazil)

- to middle-size countries (190K fans from France, Spain, Netherlands)

- to new-to-Facebook countries (10K fans from Belgium).

It helped the community grow about 19% (950K fans globally at the end of the Tour)

Then this 1-month live road-trip was a tremendous occasion to check, if ever needed, how powerful the iconic Snuggle Bear is! Be it for consumers buying Snuggle products (digital mums), or for all of us as he reminds us of the fun we had as children. Even kids were irresistibly attracted by the opportunity to hug the mascot for real! The Bear hugged thousands of fans from all ages, along the Tour. It raised about 80.000 Likes, 60.000 Shares and 7.500 Comments globally!

All these interactions led to higly emotional, engaging content that also nurtured Brand Equity a unique way. The campaign also leveraged other activations such as a co-creation campaign in the Netherlands, launched simultaneously.

Twitter,used for the first time by the brand, was as a great asset to valorize the global storytelling and deliver exclusive, live content to the 2.000 followers of the @abearontour account!