Coke just released its new strategy to reach its Korean market by tapping mommy blogs to be make its product more desirable to a younger audience. Coke believes these “digital influencers” will produce a strong word-of-mouth campaign at a fraction of the cost of traditional media. (from Advertising Age, July 2010)

Coke first built a relationship with these bloggers not only to properly inform them of Coke’s products but also to ensure that the blogger’s brand marketing would be consistent with Coca-Cola. Coke’s new attempt in social media marketing seems to be accurately executed, as 43% of Koreans maintain a website or blog daily, while 9 out of 10 twenty-somethings log in to a social networking site daily. Coke hopes to expand their blogging network to the rest of Asia as well as Australia within the year.

Broad Street Interactive frequently engages mom blogs in parent targeted campaigns with much success. Typical campaigns would include healthcare-related, daycare-related, and awareness-related campaigns that would not only benefit the blogger but their audience as well. Moms usually are the chief household operators and make the big decisions that affect the whole family, so it is crucial to inform them about potential products and programs that could enhance their daily lives in a way that they feel safe and secure. This is where building trust with the mommy blogs is critical and knowing what is best for them and our clients can pay off in the long run. A trusted blogger usually means trusted advertisements, which will lead to better campaign results and a higher ROI.

In the end, it is all about connecting a community of online moms and enlightening them about the new and upcoming ways of parenting and the lifestyle that accompanies those trends.

Are you interested in reaching a blogging audience? Contact us!