1. Abraham Harrison LLC Case Study– Snuggle Crème
Utilizing Social Media to Help Your Brand Launch a
New Product
June 2011

2. 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.

3. 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

4. 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

5. Further Questions?
We look forward to speaking with you again soon!
Mark Harrison
CEO Abraham Harrison
www.abrahamharrison.com
mharrison@abrahamharrison.com
+1.202.657.4769