Tag Archives: motrin moms

Was The Motrin Moms Campaign Really A Failure?

Like a lot of other folks, I felt the Motrin Mom "sling baby" campaign really missed the mark.  It was yet another example of good strategy, but poor execution. Or was it? In her article, Using Social Media to Listen … Continue reading

Posted in Marketing strategy, Persona development | Tagged | 32 Comments

Marketing to Moms – “I” vs. “We”

One of the things I love about reading Robert Cialdini is that pretty much every time I pick up one of his books and open to a page, I find a new insight.
In Yes! 50 Scientifically Proven Ways to Be Persuasive, the authors talk about two types of advertising – Individualistic vs. Collectivistic.
Individualism is an orientation that assigns highest priority to the preferences and rights of the individual. Collectivism is an orientation that assigns highest priority to the preferences and rights of the group.
It’s the age old “I” vs. “We” approach. Cialdini points out that the United States, United Kingdom and others in Western Europe tend to be more individualistic, while those in Asia, South America, Africa and Eastern Europe tend to be more collectivistic.
What I found fascinating was the research they did on products people tend to share with other people, like air conditioning and toothpaste.
Continue reading

Posted in Marketing strategy | Tagged , | 6 Comments

Motrin Moms Fire Back Via Social Media

If there was only one piece of advice I could give to advertisers trying to reach moms, it would be this – Don’t tell moms you understand them. As Julia Roberts said in Pretty Woman – Big Mistake. Moms have … Continue reading

Posted in Uncategorized | Tagged | 7 Comments