Abraham Harrison Snuggle Creme Case Study
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June 2011 Abraham Harrison LLC Case Study– Snuggle Crème Utilizing Social Media to Help Your Brand Launch a New Product
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Transcript of Abraham Harrison Snuggle Creme Case Study
June 2011
Abraham Harrison LLC Case Study– Snuggle Crème
Utilizing Social Media to Help Your Brand Launch a New Product
Abraham Harrison LLC: Case Study – Snuggle Crème
Challenge:
Drive branding of the new Snuggle Crème premium fabric softener via online social media.
Abraham Harrison was tapped by Lowe Worldwide to run the social media side of the Snuggle branding campaign during Spring of 2009. Lowe Worldwide handled the traditional side of while Abraham Harrison was tasked with promoting Snuggle Crème via online social media, specifically through a blogger outreach campaign.
Abraham Harrison LLC: Case Study – Snuggle Crème
Strategy/Tactics:
Drive demand for a $2-off coupon by leveraging the influence of hundreds of bloggers in target demographics.
Lowe and Snuggle had already identified two promising assets to be used in traditional media: a $2-off coupon and the Snuggle Bear. To ensure these would be appealing to bloggers as well, Abraham Harrison combined to two into an animated widget.
Abraham Harrison identified a set of over 2000 bloggers for four separate outreaches over an eight-week period. The team at Abraham Harrison created a social media news release complete with the embeddable widget, information, images, video, coupons, etc. Then began launching their personalized outreach campaign.
Sample of AHLLC secured blog posts
Abraham Harrison LLC: Case Study – Snuggle Crème
Results:
Demand for the coupon exceeds maximum projections by 100% - Branding reaches over 2 million impressions via online influencers.
Abraham Harrison’s efforts garnered hundreds of earned media mentions on behalf of Snuggle Crème. The SMNR created by Abraham Harrison received over 200,000 hits. Big spikes in online conversation were witnessed after each of the four Abraham Harrison outreaches.
The campaign was so successful that Snuggle had to double the number of coupons they had originally allotted for the campaign.
Sample of AHLLC secured blog posts
Further Questions? We look forward to speaking with you again soon!
Mark Harrison CEO Abraham Harrison www.abrahamharrison.com [email protected] +1.202.657.4769
