In our “Be soft. Be strong.” campaign, we tell stories of softness and strength in parenting and families today. These stories reflect real families today, and while a lot of brands are showing “real families” we wanted to go deeper than just showing them. We wanted to tell their real stories – the struggles, the triumphs, and everything in between. From stepparents, to single moms, these are stories that haven’t been told and people that have rarely been celebrated. We focused on one story at a time to really tap into the softness and strength it takes for these parents, which allowed us to start creating real emotional connections to our brand beyond just price.

As our goal was to create a genuine emotional connection with our audience, execution of each video was focused on social media, particularly Facebook, where our audience tends to look for and engage with content the most. And because Angel Soft doesn’t have the budgets or star power of other brands, we leveraged Facebook’s targeting abilities to serve our films to the people who will relate most intimately with our story and who were most likely to share -- allowing them to become our strongest brand advocates.

Prior to the release of the series, the vast majority of Angel Soft’s mentions on social media were limited to coupon and deal-finding sites. “Happy Father’s Day, Mom” earned the most views and engagements of any Angel Soft asset that had been released and put the brand at the forefront of a cultural conversation, unprecedented by both the brand and its category.

#RelatedByLove kept up momentum and has proven to be the most successful Angel Soft content to date. Across channels, the three videos gained over 1 million completed views, which is almost unheard-of for long-form content. Engagement from our audience was the most ever received by the brand and the highest quality: many shared personal stories of their own stepparenting experiences with us. These real stories of softness and strength have moved the needle away from conversation purely about product to one of emotion, making us a brand that matters.