MOMMY BLOGGERS

{ CLIENT }
Little Calumet Holdings makers of Vidazorb® Chewable Probiotics

{ CAMPAIGN GOALS }
TO INCREASE BRAND AWARENESS, ONLINE TRAFFIC, AND DEVELOP BRAND ADVOCATES
We positioned Vidazorb® as a family-friendly brand providing overall wellness for theentire family, especially for growing children and busy moms.

{ STRATEGY }
TARGET INFLUENTIAL MOM BLOGS TO INTRODUCE VIDAZORM® TO NEWAUDIENCES AND CREATE VIRAL BUZZ THROUGH SOCIAL MEDIA
Moms are a key target audience for the brand as they are often passionate, honest, andengaging. They are the gatekeepers of health and wellness for their families and arevery active online, gathering information and exchanging ideas and opinions.

{ IMPLEMENTATION }
We identified and contacted members of mom-centric online communities individuallywith personalized messages to develop product reviews and giveaways for their blogaudiences.

We focused on bloggers’ writing mainly on children’s topics, health and nutrition, fitness,and couponing. All promotions required audience participation through Facebook,Twitter, Vidazorb® website and newsletter sign-ups. We redesigned the Vidazorb®website, Twitter profile page, and created customized Facebook tabs to encourage andfacilitate consumer engagement and discussion with the brand.

The engagement created via this targeted group of influential mom bloggers promotedword of mouth exchange and their personal experiences with Vidazorb® which helpedus build a key group of brand advocates. Some experiences were expanded to storiesshared on the Vidazorb® ‘Mom’ community page, BellyTalk newsletters, Vidazorb®Diaries, or shared as YouTube videos on the Vidazorb® brand page. One momblogger’s personal story which has resonated with many other moms is Ethan’s story; atoddler with severe eczema and food allergies who found relief with Vidazorb®.

We stay in constant communication with these mom bloggers as they providecontinuous feedback about the brand and create buzz on other community websites.Mom blogs continue to bring brand awareness to their readers, speak passionatelyabout Vidazorb® as a product for the entire family and feel a personal connection withthe brand that prompts their readers to order.

{ RESULTS }
• Increased engagement on Vidazorb® social media
• Vidazorb® Twitter followers 1,400 and growing
• Vidazorb® now has 7,000 Facebook fans
Increased product sales
• Established long-term relationships with many small and large online mom communities
• Collected written and video testimonials for website and general use.