The document summarizes a marketing campaign by FattoreMamma for LG targeting mothers in Italy. It describes 5 waves of activity involving mothers' blogs and social media to promote LG's new Hom-Bot product. The campaign was very successful, generating over 100 blog posts and viral adoption of the #angoliocurve hashtag, which became a popular discussion among mothers on Twitter. The campaign exceeded its goals for reach and engagement on social media.

1. ©FattoreMamma–www.fattoremamma.com
www.fattoremamma.com
Angoli o curve: il
modello “wave per la
campagna LG Homebot
Square rivolta alle
mamme

2. ©FattoreMamma–www.fattoremamma.com
Background: FattoreMamma
FM is a consulting and service company in the field of marketing
and communication for companies targeting moms and families.
FM is publisher of websites and mobile apps
as well as off-line events for the family
FM sells targeted advertising on websites published by
moms for moms.
PUBLISHING
ADVERTISING
MARKETING AND COMMUNICATION
FattoreMamma is the only Italian Marketing and
communication agency focused on moms

3. ©FattoreMamma–www.fattoremamma.com
Our approach: enter in positive relations
with moms
The
Net
let
us
ac,vate
a
rela,on
with
target.
A
rela,on
that
can
make
our
communica,on
more
effec,ve,
specially
when
dealing
with
a
high
quality
product/
service
with
a
clear
and
unique
value
proposi,on.
LISTEN TALK
ACTIVATE
UNDERSTAND
PUBLIC COMPANY
ON-LINE
OFF-LINE
WIN-WIN
RELATION

4. ©FattoreMamma–www.fattoremamma.com
Moms are at the cutting edge of
the digital revolution
• They are more multichannel than average women: 48% moms are Open Minded,
30% moms are Reloaded (8 moms out of 10 are multichannel consumers)
• They spend more than 3,5 hours a day on the Internet
• 61% of moms in Italy has a smartphone, 25% a tablet, 12% an e-reader
• Internet is the best medium to find information for shopping for 74% of moms (vs
41% women and 50% of all consumers)
• Moms from Gate-Keeper to Game-Changer
Sources: Nielsen –2011 2012 and McCann 2012

5. ©FattoreMamma–www.fattoremamma.com
15
12
24
39
32
62
Totale
Donne
Mamme (0-6)
• 92% uses e-mail, 72% social
Networks, 51% Blogs and Forums
(Nielsen 2012)
• Moms consider more than average
opinions of peers:
Source: Osservatorio Multicanalità 2011
Mi piace partecipare attivamente a
discussioni online sui prodotti/servizi
di mio interesse su blog, forum,
comunità online
Mi piace leggere opinioni di altri
consumatori sui prodotti/servizi di
mio interesse su blog, forum,
comunità online
Moms are at the cutting edge of
the digital revolution

6. ©FattoreMamma–www.fattoremamma.com
Introduction
VIDEO VIRAL
..FILMLG_Hombot_Viral.avi

7. ©FattoreMamma–www.fattoremamma.com
Introduction
LG requested FattoreMamma support to define and
execute a strategy plan to launch a new product:
Hom-Bot
The strategy had to focus to the target of moms
and families and on activities with mommy
bloggers as precious infomediaries to that target.
The activities was planned between November and
December 2012.
This document reports on the results of the plan.

8. ©FattoreMamma–www.fattoremamma.com
Executive summary
The campaign, which has been identified by the unique hashtag
#angoliocurve, has been one of the most engaging social campaign
targeting to moms in Italy, both for the number of bloggers involved (more
than 100), and for the reach and spontaneous adoption of the hashtag by
moms.
The sponsor of the posts has been very well received as stated by the
numbers of spontaneous comments, and by the explicit appreciation
clearly espressed in many posts/tweets.
#angoliocurve has become a nice and crowded spontaneous conversation
on twitter about joys, problems and funny situations regarding home
appliances and home care.
The conversation is still alive and spontaneous and we suggest LG to keep
it alive. The opportunity is to create a very positive relations with moms and
to extend it to the whole LG homecare product range.
#angoliocurve

9. ©FattoreMamma–www.fattoremamma.com
Communication strategy:
The actions - focused on a product launch in a limited period of time – was
aimed to:
ü ensure high impact
ü offer a wide coverage of the identified meta-target (mommy blogging)
FattoreMamma has designed and planned
a wide range social action named waves, which has involved 100 of the
most influencing and recognised social/blogging moms in the country
Please find in the next slides a brief description of the impact of each wave
and a report on the overall results.

10. ©FattoreMamma–www.fattoremamma.com
Launch of Sponsored Area
1 empathic Blog
Bounce effect A – Publishing calendar
10 blogs
Bounce effect B – Meme
30 blogs
Seeding action
60 bloggers
Campaign and Bloggers
supervision by
FattoreMamma
3
2
4
5
1
Waves: combination of 5 actions

11. ©FattoreMamma–www.fattoremamma.com
Wave 1 - Deep involvement of blogger #1
In wave 1 we involved the recognised number one
mom blogger in Italy – Mammafelice – and agreed
to get a sponsored area on a her blog, focusing
on the themes of the campaign. The topic
Housekeeping and cleansing has been treated
ironically, so sticking to Barbara’s style (the mom
blogger) and her family (her husband is very well
known too)
The sponsored area on the 2 blogs of Mammafelice
allowed us to:
• Match brand with service content
• Have a steady presence of brand on a target
and high-traffic website
• Get a different, untypical and funny tone to talk
about product
• Create a direct and non-mediated link with
mums thanks to the typical blog interaction
• Unique users: 450.000
• Pageviews1.500.000
Facebook
• 14.300 likers
Twitter
• 2917 followers
• Unique users: 45.000
• Pageviews: 120.000
Facebook
• 1123 likers
Twitter
• 302 followers

12. ©FattoreMamma–www.fattoremamma.com
• 2.475.144 banner impressions delivered both sites during the campaign
• 6 posts published on Trashic.com
- All of them have been commented and shared, some of theme have many comments.
• 3 posts published on Mammafelice.it
- All of them have been commented and shared, some of theme have many comments
• All posts have the hashtag in the title and the LG sponsorship well visible in the footer
• All posts have been promoted on Barbara’s social channels
• All posts have been positively commented and shared by other moms
Wave 1 - Deep involvement of blogger #1
The results
Mammafelice’s twitter activity
on the campaign

13. ©FattoreMamma–www.fattoremamma.com
Wave 2 - 10 bloggers on the LG Blog
In order to integrate mums’ action with LG world, 10 mummy bloggers have written
on a special area on LG own Blog Lgblog.it.
Each blogger:
• Wrote 4 posts on the special area on LG’s blog
• Has displayed a banner on her blog during for the whole duration of campaign
• Shared her posts on social networks
• Wrote a post on her personal blog related to the campaign
• Published at least 8 tweets and 8 instagrams during the eight weeks of the campaign on the identified
hashtag
• Multiform visibility
• Steady and non-stop renewed content online related to the product
• A great reach among target users
BENEFITS

14. ©FattoreMamma–www.fattoremamma.com
1 www.periodofertile.it
2 machedavvero.blogspot.it
3 www.lacasanellaprateria.com
4 genitoricrescono.com
5 mammaeconomia.blogspot.it
6 www.quandofuoripiove.com
7 esterdaphne.blogspot.it
8 www.mammafattacosi.com
9 paroladilaura.blogspot.it
10 centopercentomamma.blogspot.it
This group alone has generated:
• 40 posts on LG blog
• 10 posts on their blogs
• more than 3.000.000 of banner
impressions on their blogs
• More than 80 instagram photos
• More than 80 twitter messages
• Many facebook sharing of their posts
The blogs involved in this wave:
Wave 2 - 10 bloggers on the LG Blog
The results
The results

15. ©FattoreMamma–www.fattoremamma.com
Wave 3 - Meme on 30 Blogs
MeMe is a virtual chain of 30 blogs (not the
same bloggers involved in previous
campaign) created during the two months of
campaign: each blogger wrote an original
post on a theme close to the Hom-Bot
message.
The posts are sponsored by the Hom-Bot.
Here is an example of the
MeMe post, with the
hashtag of the campaign
in the title and the banner,
link and explanation of the
campaign on the bottom
of the article.
Even if sponsored, most
of the articles have been
positively commented by
moms.
Collecting
Blog

16. ©FattoreMamma–www.fattoremamma.com
3 - Bounce effect B - Meme on 30 Blogs
The results
With the Meme Action we generated:
• 30 posts on 30 more blogs (selected among
the best known and mostfollowed)
• 30 banners and links to LG Hombot pages
(relevant also for link popularity and SEO)
• Many social sharing on Facebook, Twitter
This group of blogs (considering the sum of the
participating blogs) has a reach of 2,2 milion
unique users per month (more than 8 milion
pageviews per months), about 100k likers on
facebook, 14k followers on twitter.

17. ©FattoreMamma–www.fattoremamma.com
3 - Bounce effect B - Meme on 30 Blogs
30
blogs
together:
UNIQUE
USERS
PAGE
VIEWS
FB
LIKERS
FOLLOWERS
on
TW
TOTAL
REACH
POST
VIEWS
COMMENTS
FB
SHARING
FB
LIKES
FB
COMMENTS
2.230.463
8.058.369
99.014
14.703
2.344.180
8.159
145
159
189
54
This group of blogs (considering the sum of the
participating blogs) has a reach of 2,2 milion
unique users per month (more than 8 milion
pageviews per months), about 100k likers on
facebook, 14k followers on twitter.
The specific articles havE had until now 8.160
views, 145 comments, 159 sharing on FB, 189
likes on FB, 54 comments on FB. The articles are
still online so they will continue to generate views
in the future.

18. ©FattoreMamma–www.fattoremamma.com
Wave 4 – Teasing action on 60 bloggers
We selected other 60 mom-
bloggers and sent them a
tease-box about the Hom-
bot.
The box contains a ring
composed by 4 ring shaped
morphing from a circle to a
square.

19. ©FattoreMamma–www.fattoremamma.com
On the right the list of the returns
achieved by the Seeding Action.
At the present moment we’ve
collected 42 mentions by 39
bloggers, already exceeding the
objective of 30-40 mentions.
We’re still are in recall phase, so
we’re likely to still get more
mentions.
With 21 blog posts we estimate
a reach of 40-50.000 more
people in target
BLOG TWITTER INSTAGRAM PINTEREST BLOG
http://acasadiclara.blogspot.it/ X X X
http://handmadecreativity.blogspot.it X X
http://www.violacreativa.com X X
http://casalingapatrizia.blogspot.com X X X
http://bimbiuniverse.blogspot.it/ X X X
http://brindisibimbi.it X X
http://www.mathildastillday.com X X
http://www.lasolitamamma.it X X
http://tantoperche.blogspot.it/ X X
http://imieiappuntiepoi.blogspot.it/ X
http://scuolainsoffitta.com/ X X
http://treditutto.blogspot.it/ X
http://bcomemamma.blogspot.it X
http://trasparelena.blogspot.it X
http://madrecreativa.blogspot.it X
http://lavitaamodomio.style.it X
http://ilavoridimanu.blogspot.it/ X X
http://workingmommy.myblog.it X
http://www.mammemacerata.it X
http://mamichipscrafts.blogspot.it/ X X
http://ildiariodiondaluna.blogspot.it X
http://mammatutto.wordpress.com X X X
http://www.laraccoltadisilvia.com/ X
http://unamammanelweb.blogspot.it/ X
http://nidodiale.blogspot.com/ X X
http://www.mammachetesta.com X X
http://www.ideamamma.it X X
http://lamiatribu.blogspot.it/ X
http://lamargheritaeillappio.blogspot.it/ X
http://luciebasta.wordpress.com/ X X
http://www.unamamma.it/ X
http://elegraf77.blogspot.it/ X X
http://www.theyummymom.com/ X
http://womanworkermommy.blogspot.it/ X
http://lefabuleuxdestindefofinaboudoir.blogspot.it/ X X
http://www.unamammachelavora.com/ X X
http://mammachecasino.blogspot.it/ X
http://www.ipadmamma.com/ X X
http://pitaeruby.blogspot.com/ X
http://www.milanolovesfood.com/ X X
http://www.lacucinadiqb.com/ X
http://www.vogliocredereneimieisogni.com/ X
http://ilblogdellaemy.blogspot.it X X
ilpampano-designbimbi.blogspot.it X
http://lascatolaconlapecora.blogspot.com/ X
http://lamiadolcebambina.blogspot.it X
Wave 4 – Teasing action on 60 bloggers
The results

20. ©FattoreMamma–www.fattoremamma.com
Wave 5 - Campaign amplification by FattoreMamma
FattoreMamma with its media has amplified the reach of the whole operation.

21. ©FattoreMamma–www.fattoremamma.com
More on the impact: #angoliocurve on Twitter
The impact of the #angoliocurve campaign has exceeded our best hopes.

22. ©FattoreMamma–www.fattoremamma.com
19.100 results on Google, 331 photos on Instagram, 243 mentions in Facebook:
More on the impact: #angoliocurve on Web and social

23. ©FattoreMamma–www.fattoremamma.com
The hashtag #angoliocurve
Both the Pinterest board and the twitter conversation are still alive

24. ©FattoreMamma–www.fattoremamma.com
Conclusion
• The #angoliocurve campaign has had a great impact on moms
• It has been very well received ad commented by moms
• It’s been spontaneously adopted as a positive conversation about home care
among moms
We suggest LG to evaluate the opportunity to keep the campaign alive by extending
the #angoliocurve concept to the whole line of home appliances and by keeping it a
lively relation channel with the very relevant moms 2.0 audience.
Moms 2.0 are increasingly becoming
purchase decision maker in homecare
technology. Connection and
cooperation with them plays now as
inside track. We believe LG has now
the opportunity to create a special
positive relation with them via the
#angoliocurve channel

25. ©FattoreMamma–www.fattoremamma.com
FaNoreMamma
www.fa@oremamma.com
Via
Guercino
9
20154
Milano
Tel.:
02.314639
Fax:
02.91390995
E-­‐mail:
info@fa@oremamma.com