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 Wed, 16 Nov 2016 08:48:25 +0000 hourly 1 http://wordpress.org/?v=4.2.5 By: Kim http://blogs.reuters.com/mediafile/2008/11/18/motrin-moms-and-the-perils-of-social-media-marketing/#comment-354324 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.

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By: Boom Operator http://blogs.reuters.com/mediafile/2008/11/18/motrin-moms-and-the-perils-of-social-media-marketing/#comment-353833 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.

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By: Betsy Westhoff http://blogs.reuters.com/mediafile/2008/11/18/motrin-moms-and-the-perils-of-social-media-marketing/#comment-353824 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-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?

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