OAKLAND, CA: The Clorox Company's Glad brand will launch a year-long interactive social media campaign next week to engage mothers.
Clorox created the “Mom Made” initiative after The Hartman Group released a study in June reporting that 50% of consumers learn about recipes and other food information from social networking sites. It also found that 40% of consumers get information on the subject from websites, apps, or blogs, said Molly Steinkrauss, associate manager of PR for Clorox.
To reach mothers in the social space, Glad is putting mom and food bloggers at the heart of the campaign, having them create content such as recipes and tips to share with consumers.
“We want to reach our moms, our target consumer, with content that is relevant and helpful to them directly from other moms that they trust,” explained Steinkrauss. “It's about connecting with them on a level where we're adding value, getting them connected with other moms, and providing them with inspiration and tools that they'll need with food and in their lives with their families.”
The initiative will soft-launch July 23 with content from Amy Clark, a blogger and the founder of MomAdvice.com, and it will roll out content from its other blogger partners the following week. A core team of as many as 10 bloggers will contribute recipes and ideas throughout the year, which the brand will feature on its Facebook page and Glad.com. It will also distribute the content through its Pinterest and Twitter accounts.
In addition to creating content, bloggers will take part in interviews and other media activities, Steinkrauss said.
The campaign will also give consumers the ability to interact with other moms and exchange food tips and recipes, said Steinkrauss. Moms will have the chance to participate in polls and promotions, and they can also comment on and ask questions about content that is published on the sites.
Current Lifestyle Marketing, which has worked with Glad on projects since 2006 and was named PR AOR in 2009, has been an integral part of the campaign, said Steinkrauss. She said the firm helped to develop the concept for Mom Made and identified the right bloggers and content to be a part of it. The agency will also help with media outreach throughout the effort.