The Snuggle Bear Makes Good on a 30 Year Promise Using Social


It’s a Saturday night and I am watching a new episode of That Metal Show after coming home from a metal show. As I am watching Eddie Trunk and company interview the great Zakk Wylde they go to a commercial break. To my surprise the first commercial to run is an ad for Snuggle fabric softener. While I begin to question the target audience of Snuggle, it triggers a childhood memory where I had saved up countless UPC codes to send in for my very own Snuggle bear. I know that’s not very metal, but I think I was around 7, so give me a break. I was still listening to Twisted Sister back then.

So what do I do? Of course I tweet out my thoughts thinking that they would of course fall on deaf ears, but instead something very surprising happened.  The Snuggle bear himself tweeted back to me.

Snuggle Conversation

A week or so later, my very own Snuggle bear had finally arrived with a personal note.

“Sorry it took so long for Snuggle Bear to get to you, but we hope he makes your inner child smile.”

This is a brilliant use of social media by a big brand. Not only did they flawlessly inject the brand’s personality (#letssnuggle) but they created a personal experience that will stick with me. I have to be honest, I am not the biggest user of fabric softener, but you can be sure that the next time I am in need I am going to be reaching for Snuggle. Not only that, but I have a great story to tell my peers which is the very best type of recommendation a brand can get in this day and age.

So hats off to the social media team behind the Snuggle brand, you are clearly using social the right way, and I would say you “get it” much more than most of the big brands in the space today.

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Jason Miller
Jason Miller

Jason Miller is a leading digital B2B marketer, who’s held senior roles at LinkedIn, Marketo, and ActiveCampaign. Before entering the B2B space, he spent ten years at Sony, developing and executing marketing campaigns around the biggest names in music. He is a prolific keynote speaker, digital marketing instructor at UC Berkeley, and best-selling author. Also an accomplished rock concert photographer, his work appears in books, magazines, and album covers.

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  1. Pingback: 5 Coolest Things Heard & Seen at Convergence | #b2bsales

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