A simple microsite allowed the user to create an avatar of themselves and of a recipient to receive a soothing squeeze (the messaging of the above the line campaign).

The personalisation of the avatar was accompanied by a message from the user.

The recipient was then sent a personalised email message with a hug from their avatar friend and a call to action for the user to pass on the hug to other friends and family members.


Over 40,000 users sent an email, making the cost per engagement for P&G as little as 50 pence….cheaper and much more effective given the level of engagement than that of paid search.


tablet_bold2in1_2 tablet_bold2in1