ever, for businesses that value audience engagement and that
want to develop a product into a brand, social media has been
proven as an effective channel in the world of DRTV.
It was the driving force behind the popularity and success of
the Snuggie, the blanket with sleeves, which has sold more than
30 million units. The original As Seen On TV product, which
launched in 2008, evolved from four basic colors into a variety
of themes and patterns. Today, there are MicroPlush and Sherpa Snuggies. There are waterproof ones, sizes made for kids and
dogs, and Snuggie slippers. It’s a major consumer retail brand
with most sales coming from a traditional retail outlet.
Social media was a key to its success and the company continues to invest in it as part of a brand-building strategy. Snuggie has more than 287,000 “Likes” on its Facebook page (www.
facebook.com/Snuggie) and more than 1,300 Twitter followers.
“We feel that it’s im-
portant for the brand man-
ager to be assigned to every
aspect of the brand,” says
Scott Boilen, president of
Allstar Marketing, which
owns Snuggie and other
DRTV brands including
Topsy Turvy and Benda-
roos. “They speak for the
brand, understand how to
communicate to the con-
sumer, and interpret back
the communication. We
also utilize social media for
consumer feedback and we
use (that information) to
drive product development
Timing was an impor-
tant part of Boilen’s social
media success. Snuggie debuted as Facebook was proving to be a
serious marketing platform with product launches including Fa-
cebook Ads and Facebook Connect. Then in 2009, the “Like”
button was introduced.
Humor is the common bond among Snuggie fans. When
people made parodies of the original commercials, Boilen fueled
more of the same audience engagement by posting the commercials on You Tube, creating a Facebook Page, a Twitter account
and by eventually building out a fan forum at www.snuggiefan-