The Motherhood, an engagement research agency has worked with the University of Pittsburgh Institute for Entrepreneurial Excellence and the University of Pittsburgh Joseph M. Katz Graduate School of Business to research and analyze what works and what doesn’t work for brands looking to reach, engage and activate moms online.
In the study, they extensively examined more than 1,025 blog posts created by 956 bloggers in their network on behalf of 19 brand campaigns for such clients as AT&T, Clorox, Hershey’s, LISTERINE, Seventh Generation, Banner Alzheimer’s Institute, McCormick Spices, and others.
Here are some of the key takeaways:
- Creative expression and authentic conversation drive engagement, and conversely, tightly controlling the message by the brand hurts engagement and reach.
- It’s all about choosing the right bloggers, and not necessarily the big-name bloggers.
- Re-posts by bloggers of duplicate information do not improve engagement or product trials.
- Campaigns with strategic targeting of social media platforms are more successful.