S3 - GOOD ADVERTISEMENT

http://www.hydragroup.com/advertise_case_studies

Snuggie.

Case study

OBJECTIVES: 

Drive incremental sales by online acquisition

Expand brand awareness

CONTRIBUTIONS

Provided a turnkey online solution for this DRTV advertiser
Developed compelling creative to maximize conversions

Incorporated upsells into the online purchasing process

EFFECTIVENESS

Turned $20 advertised price into an $80 average order

Generated $5.8 MM in incremental revenuene

STRATEGY

Snuggie's strategy revolved around the concept of the product. The product is a blanket with sleeves. Most people would not be caught out in one of these, but clearly their results have proven otherwise. The campaigners clearly understood the joke behind the product, this is evident with the use of slapstick mockery to promote the Snuggie. The Snuggie is all about practicality. The company isn't trying to make the product something it isn't. In fact, the somewhat goofy look of the Snuggle has propelled viral marketing successes such as a customer-created Facebook page (Karrh, 2008).

CREATIVITY

Snuggie has adopted a jovial approach to advertising its products. This type of humour is essential for connecting with the audience, because consumers can relate to the emotion expressed. Humour is a popular component of creative strategies. It comes in a variety of types and creatives use it in a variety of ways. Research has not yet established how different audiences respond differently to different types of humor or whether individual characteristics, such as sense of humor, affect responses (Costlev, Galloway, Koslow, 2002).

APPEAL

Although a blanket, Snuggie has cleverly expressed the need for such a product.  One: it saves you money because it provides physical warmth (which can reduce your heating bills), and it improves the quality of your life by bringing a sense of security and comfort (which, in these uncertain economic times, is much needed) (Gomez, 2010).

REFERENCES:

•  Belanger, M. 2009. The Not-so-usual suspects. Convenience Store News; 10/19/2009, Vol. 45 Issue 13, p145-146,

• Costlev. C, Galloway. G, Koslow. S 2002.  Sense of humour and advertising: a funny thing happened on the way to the model. Advances in Consumer Research Volume 29, 2002. Pages 225-226
• Gomez, R. 2010. How the Snuggie Infomercial Can Teach You How to Get Hired. Workbloom, 2010. Sourced on September 18th 2010 from < http://workbloom.com/articles/job-search/how-snuggie-infomercial-can-teach-you-how-get-hired.aspx>

• Karrh, J. 2008. Why Snuggie sells. The Free Library, 2008. Sourced on 18th September 2010 from <http://www.thefreelibrary.com/Why+Snuggie+sells.-a0195831148>