Diaper Pail. Tapping into Social Influencers
Sometimes the best campaigns are the simpler ones. We live in a world where we all feel obliged to launch campaigns with Twitter accounts, Facebook pages, MySpace profiles, YouTube channels and who knows what else. Not to mention all the traditional touch points. One of our clients at Razorfish (in partnership with us), took a much simpler and potentially more impactful approach. A microsite that incorporated insights from social influencers to create a safe zone for nerve racking choices. Here's what I mean.
Munchkin asked Razorfish to help it launch a new product called Daiper Pails to compete against another player in the market who currently has 90% marketshare. Rather than creating extensive presences across all the social platforms and running a huge amount of display advertising, the team decided to focus on creating a simple, explanatory microsite peppered with the voices of independent mommy bloggers.
"A Clever Product for a Clever Mom" (a theme Razorfish devised for the product launch) celebrates clever tips that moms share for their nurseries. The first phase of the campaign, the Diaperpail site, features tips from mom bloggers on how to keep one's nursery clean and fresh. For instance, Missy W (gearheadmom.com) discusses how adding a few drops of lavender to baking soda can make your nursery smelling more fresh when you are cleaning a diaper pail. The tips reveal themselves as you explore a nursery.
The moms do not hawk the diaper pail in any explicit way; instead they help create an atmosphere of trust and usefulness through their tips for nursery maintenance, thus helping the brand connect emotionally to moms in a gentler way. The social influencers (the mommy bloggers) aren't asked to endorse the product or go spend money somewhere and report back the findings (a common blogger outreach tactic that I discuss in my book).
The next step is for Munchkin and Razorfish to launch a digital advertising campaign that will increase product awareness and drive traffic to the microsite. In January, print advertisements created by Razorfish for American Baby and Fit Pregnancy magazines will also raise awareness and drive site traffic. (Lisa Sugar, founder of the Pop Sugar network, will appear in the ads.) Sure, microsites aren't good for everything, and it getting harder to justify running a marketing campaign without Facebook and Twitter involved, but sometimes the best starting point may still be the microsite - but the microsite that incorporates the philosophies of social influence marketing as this one does.
It's too new to have metrics but I'll report back as the campaign progresses. Twitter Moms was used to help find the Mommy Bloggers.
Comments
