Back to Work

Angel Soft: Social Videos

#Sneezingtime Videos

Angel Soft enjoyed high brand awareness for its bath tissue. Yet many consumers were unaware of its facial tissue line. To increase awareness we created a series of web videos that engaged moms during allergy season. The short videos featured simple tips that were relevant to the brand and proved astonishingly engaging for moms. The videos were posted on various social media outlets and the numbers were remarkable. To this day, the videos are the most watched of any GP brand on YouTube and Facebook.

AngelSoft tissues displayed on devices

Facebook results in the first week:









over 1 million

YouTube views in less than 3 months


Key brand as friend driver: caring

Friends like Angel Soft are there when you need them. Their video series delivered a healthy dose of caring for its littlest consumers — and moms across America took notice.

About Brand as Friend Learn more about Brand as Friend

Artboard 1


Angel Soft


Social Videos


New Moms


Digital + Direct, Shopper Marketing, Social Media

Like what you see? Let's connect. Open Contact Form

Back to Work

Back To Top

Thank you for your submission, someone from EMA will contact you shortly. You also now have access to all premium content on

Thank you for your interest in EMA insights and emails. You now have access to all premium content on Close this window, and your document will be available to download.

Thank you for your submission. As a subscriber, you now have access to all premium content on this site. Be sure to visit regularly to download new articles and ebooks.