Mar 30 2009
Growing Mommy Blogger Power
While enlisting mommy bloggers is an increasing necessity for brands, it is definitely a two-edged sword.
Mortin found this out in the case study of how not to do this, as they initiated the “Motrin Moms” campaign, which backfired so badly they had to not only pull the ad, but back up and apologize.
What it entailed was babies being carried as a fashion statement. The backlash against Motrin was extraordinary.
On the other hand, the positive buzz engendered by mommy bloggers can be a huge plus for brands, and many are increasingly contacting mommy bloggers about their products.
Elite mommy bloggers are contacted by the largest consumer product companies in the world like Johnson & Johnson and Procter & Gamble.
Even State Farm Insurance has enlisted the elite mommy bloggers to produce a 10-part video series dubbed MommyCast, where it deals with important issues related to moms.
Moms in the U.S. alone account for an estimated $2.1 trillion in sales, and mommy bloggers are becoming an increasingly important part of reaching other moms with product news and advice.
