Comments on: “Motrin moms” and the perils of social media marketing http://blogs.reuters.com/mediafile/2008/11/18/motrin-moms-and-the-perils-of-social-media-marketing/ Where media and technology meet Mon, 09 Nov 2009 19:46:39 +0000 http://wordpress.org/?v=2.6.2 By: Another silly contest. Year 2, Week 24 Results: 2.2 oz of plastic waste. | Fake Plastic Fish http://blogs.reuters.com/mediafile/2008/11/18/motrin-moms-and-the-perils-of-social-media-marketing/#comment-367298 Another silly contest. Year 2, Week 24 Results: 2.2 oz of plastic waste. | Fake Plastic Fish Mon, 12 Oct 2009 10:39:26 +0000 http://blogs.reuters.com/mediafile/?p=13002#comment-367298 [...] prescription bottles and 2 lids. Prescription strength generic ibuprofen… NOT MOTRIN… and another drug I took for anxiety. Have given up all anti-anxiety meds now. No more [...] [...] prescription bottles and 2 lids. Prescription strength generic ibuprofen… NOT MOTRIN… and another drug I took for anxiety. Have given up all anti-anxiety meds now. No more [...]

]]> By: When Viral Content Takes A Negative Turn — Viral Conversations http://blogs.reuters.com/mediafile/2008/11/18/motrin-moms-and-the-perils-of-social-media-marketing/#comment-364511 When Viral Content Takes A Negative Turn — Viral Conversations Wed, 09 Sep 2009 09:16:28 +0000 http://blogs.reuters.com/mediafile/?p=13002#comment-364511 [...] Media Fail Whale”. The controversy was newsworthy enough to garner coverage by Reuters – “Motrin moms and the perils of social media marketing”. Not to be left out, the New York Times chimed in with “Moms and Motrin” and USA Today with [...] [...] Media Fail Whale”. The controversy was newsworthy enough to garner coverage by Reuters – “Motrin moms and the perils of social media marketing”. Not to be left out, the New York Times chimed in with “Moms and Motrin” and USA Today with [...]

]]> By: Should brands ignore social media criticism? | Drama Blog http://blogs.reuters.com/mediafile/2008/11/18/motrin-moms-and-the-perils-of-social-media-marketing/#comment-357429 Should brands ignore social media criticism? | Drama Blog Fri, 03 Apr 2009 07:01:55 +0000 http://blogs.reuters.com/mediafile/?p=13002#comment-357429 [...] may recall the uproar that occurred in the social media world when a Motrin ad discussing the pitfalls of carrying a baby in a sling [...] [...] may recall the uproar that occurred in the social media world when a Motrin ad discussing the pitfalls of carrying a baby in a sling [...]

]]> By: Kim http://blogs.reuters.com/mediafile/2008/11/18/motrin-moms-and-the-perils-of-social-media-marketing/#comment-354324 Kim Thu, 04 Dec 2008 17:12:58 +0000 http://blogs.reuters.com/mediafile/?p=13002#comment-354324 It's easy to offend moms though. Just imply for one moment that they are not the Centre of the Universe and you'll have a horde of hormonal, baby-wielding mommies telling you that you're evil, going to hell and that you should be ashamed for ever breathing. Like earth really needs all the new humans they're making! Motherhood is seriously over-rated. It’s easy to offend moms though. Just imply for one moment that they are not the Centre of the Universe and you’ll have a horde of hormonal, baby-wielding mommies telling you that you’re evil, going to hell and that you should be ashamed for ever breathing.

Like earth really needs all the new humans they’re making! Motherhood is seriously over-rated.

]]> By: Motrin Can Learn a Thing or Two From… Wal-Mart? | The Daily Grind http://blogs.reuters.com/mediafile/2008/11/18/motrin-moms-and-the-perils-of-social-media-marketing/#comment-353997 Motrin Can Learn a Thing or Two From… Wal-Mart? | The Daily Grind Wed, 26 Nov 2008 12:59:50 +0000 http://blogs.reuters.com/mediafile/?p=13002#comment-353997 [...] living under a rock for the past couple of weeks with no internet access you have heard about the “Motrin Moms” social media/PR disaster that Johnson & Johnson recently endured. Well, one of the key figures [...] [...] living under a rock for the past couple of weeks with no internet access you have heard about the “Motrin Moms” social media/PR disaster that Johnson & Johnson recently endured. Well, one of the key figures [...]

]]> By: Boom Operator http://blogs.reuters.com/mediafile/2008/11/18/motrin-moms-and-the-perils-of-social-media-marketing/#comment-353833 Boom Operator Wed, 19 Nov 2008 08:45:03 +0000 http://blogs.reuters.com/mediafile/?p=13002#comment-353833 Video advertisements on the web are no different in form than television commercials. You have to put money into it to make them effective. It's that simple. I don't buy that companies are struggling to understand how to use them. Producers think they can make the commercial budgets smaller for a web ad, but they are wrong. Video advertisements on the web are no different in form than television commercials. You have to put money into it to make them effective. It’s that simple. I don’t buy that companies are struggling to understand how to use them. Producers think they can make the commercial budgets smaller for a web ad, but they are wrong.

]]> By: Betsy Westhoff http://blogs.reuters.com/mediafile/2008/11/18/motrin-moms-and-the-perils-of-social-media-marketing/#comment-353824 Betsy Westhoff Wed, 19 Nov 2008 03:55:58 +0000 http://blogs.reuters.com/mediafile/?p=13002#comment-353824 There is an amazing amount being written about the Motrin Mishap. http://adage.com/digital/article?article_id=132622) Some is official reporting in traditional media and some is new media. In any case, the sheer amount of outrage by Moms who were offended by this campaign has led consumer giant Johnson and Johnson to not only pull their ad campaign but apologize to Moms for offending them. Check out (http://www.youtube.com/watch?v=LhR-y1N6R8Q) which is the You Tube response to the campaign. Ouch. What a PR debacle. The first line of the Chicago Tribune’s article today is: "Offend Mommy bloggers at your own peril". Of course, Mommy Bloggers are just a sub-set of the powerful consumer group otherwise known as Moms. Moms have always been a tough audience. By that we mean that they have a pretty acute sense of brands that understand them and those that do not and they have always been vocal about sharing their POV with their friends and family. The internet just makes it easier for them to get their "mom community" on board a whole lot faster. Most important though is the obvious: No company can afford to offend Moms. Humor, though a huge and often effective tactic for advertising must be carefully considered before taking a lead role in a campaign; and not just by creatives in an ad agency but by real moms. Imagine how much pain Motrin could have avoided...and I mean pain! if they had run their concept by Moms who could have told them on both a strategic and empathetic level that this snarky approach would offend? There is an amazing amount being written about the Motrin Mishap. http://adage.com/digital/article?article _id=132622) Some is official reporting in traditional media and some is new media. In any case, the sheer amount of outrage by Moms who were offended by this campaign has led consumer giant Johnson and Johnson to not only pull their ad campaign but apologize to Moms for offending them. Check out (http://www.youtube.com/watch?v=LhR-y1N6 R8Q) which is the You Tube response to the campaign. Ouch. What a PR debacle.

The first line of the Chicago Tribune’s article today is: “Offend Mommy bloggers at your own peril”. Of course, Mommy Bloggers are just a sub-set of the powerful consumer group otherwise known as Moms. Moms have always been a tough audience. By that we mean that they have a pretty acute sense of brands that understand them and those that do not and they have always been vocal about sharing their POV with their friends and family. The internet just makes it easier for them to get their “mom community” on board a whole lot faster.

Most important though is the obvious: No company can afford to offend Moms. Humor, though a huge and often effective tactic for advertising must be carefully considered before taking a lead role in a campaign; and not just by creatives in an ad agency but by real moms. Imagine how much pain Motrin could have avoided…and I mean pain! if they had run their concept by Moms who could have told them on both a strategic and empathetic level that this snarky approach would offend?

]]> By: I bet Motrin’s gonna need some Motrin this week! : Meta Media Madness http://blogs.reuters.com/mediafile/2008/11/18/motrin-moms-and-the-perils-of-social-media-marketing/#comment-353822 I bet Motrin’s gonna need some Motrin this week! : Meta Media Madness Wed, 19 Nov 2008 01:14:14 +0000 http://blogs.reuters.com/mediafile/?p=13002#comment-353822 [...] Anywho : this debacle is about a Web video ad Johnson & Johnson had put together for its pain-relief medicine Motrin (See it here). [...] [...] Anywho : this debacle is about a Web video ad Johnson & Johnson had put together for its pain-relief medicine Motrin (See it here). [...]

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