The Angel Soft bath tissue features an ideal balance of softness and strength. It is 3X stronger than the leading value tissue brands. It’s a smart choice for any household.



Recruit moms into the Angel Soft brand. Drive brand awareness, promote Angel Soft product and coupons in an exciting way, and motivate digital engagement.

Client: Angel Soft

Category: Digital, Strategy


Angel Soft’s target audience is women with children. She’s a modern Mom who is social savvy and a digital-media native. She is a smart shopper who wants to get her children and family the best product with big savings.


The Angel Soft bath tissue is built for strength yet it’s soft to the touch. We designed and created an in-unit “Bouncing Bear” game to showcase this core equity. Tapping into the competitive nature of modern social and tech savvy women, especially when it comes to playing online games. The campaign allows players to share their final scores on social media platforms, promoting Angel Soft digital coupons and for the brand to leverage social media platforms’ network effect in building brand awareness outside the campaign unit.


During a 2mo analysis period, the Angel Soft campaign delivered 3.7MM impressions. It maintained an outstanding Expand Rate of 39.2% which was well above of the worldwide rich media ER benchmark of 5%. Click Thru Rate was 13.38%, which was well above of benchmark of 6%.