Cotton Council International (CCI) announced that its “COTTON USA Bear Ambassador” retail promotion created 61.8 million consumer impressions in Thailand. The campaign, which was Thailand’s first integrated consumer retail promotion, featured 27 COTTON USA licensees promoting U.S. cotton and increasing COTTON USA Mark awareness among Thai consumers.
The teddy bears, produced with 100 percent cotton, were sponsored by 16 Thai mills and 27 COTTON USA licensees with brands at retail. The “bear ambassadors” – each representing one of the 27 COTTON USA licensees – were publicized to the local media and honored guests through a fashion show at the 2012 Cotton Day in May. More than 4,500 COTTON USA bears were displayed at about 2,270 selling points in leading department stores in Thailand with the theme, “Hug Me If You Care.”
A “COTTON USA Bear Ambassador” TV commercial was aired to draw Thai consumer attention to visit and hug the COTTON USA bears at retail. That commercial reached 2.7 million females aged 20-39 years old.
CCI launched the COTTON USA Thailand Facebook page in April 2012 at this promotion’s initiation. The page has been viewed more than 45,500 times in the past four months and now has about 8,650 fans. Additionally, there were two COTTON USA bear art installations that provided information on U.S. cotton and increased visibility of the COTTON USA bears. Throughout the campaign, there were 306 media placements that generated an earned advertising value of about $788,000.
Participating COTTON USA licensees agreed that the campaign increased COTTON USA Mark visibility and educated their customers on U.S. cotton’s softness and the COTTON USA Mark’s meaning.