Product development | DESIGN | VIDEO production | SOCIAL campaign development
Since the company’s inception in 2009, Yogibo has boasted that they make the only lounge bag furniture that loves you back. Such a bold claim was backed by Yogibo’s super comfortable and supportive lounge bags, and yet the brand recognized that something was still missing from their product line. What is the universal sign of reciprocal affection? The hug. All of Yogibo’s products envelop you in comfort and support, but they realized there was no product in their line-up that embraced you.
Yogibo partnered with us to create a character with as much personality as the brand itself. Herbert Ulysses Garret Bo, affectionately referred to as Hugibo, was born – the most loveable lounge bag pal to ever sit upright.
making 21,000 friends in just seven days
We were originally approached by Yogibo to design a series of expressive pillows for their product line. We designed four distinct Bo Pillows– GeekyBo, SillyBo, SportyBo and ClassyBo. During the ideation process of the Bo Pillows, little did we realize, Hugibo had actually been conceived. After the successful launch of the Bo line of pillows, we got to finalizing the design and dimensions of Hugibo, Hugibo mini and a line of t-shirts featuring Hugibo’s likeness. When Hugibo finally made it off the assembly line and into our office he already had a name, a personality and his own product line, all that was left to do was introduce him to the world. Hugibo is very affectionate and social so we decided to bring our plush friend along to a USA Today toprated music festival for a soft opening of sorts, to meet a few new friends. Hugibo spent the day jamming out to bluegrass and doling out hugs and smiles. By the end of a long day of filming and tending to his adoring fans, Hugibo was ready to meet the rest of the world.
Hugibo is very affectionate and social so we decided to bring our plush friend along to a USA Today toprated music festival for a soft opening of sorts, to meet a few new friends. Hugibo spent the day jamming out to bluegrass and doling out hugs and smiles. By the end of a long day of filming and tending to his adoring fans, Hugibo was ready to meet the rest of the world.
When it came time for Yogibo to introduce Hugibo officially online, who could say no to that face? Not us. Hugibo made his existence known on Facebook on August 21, 2014 through a contest that ran for 7 days on Yogibo’s page. We created a personalized Facebook App to attach to Yogibo’s Facebook page entitled “Win a Free Hugibo” to entice and inform the Yogibo community of their new cuddly, huggable pal Herbert. The campaign was powered by a social-campaign building platform which allowed us to create a fully customized Facebook app for the campaign on Yogibo’s page.
Fans embraced engagement with Hugibo and the Yogibo brand, freely sharing valuable insights to their product usage behaviors and purchasing habits. People could not wait to make Hugibo an addition to their home. Hugibo was welcomed into the Yogibo family with open arms (ready for a hug).