Your SlideShare is downloading. ×
Motrin Moms Twitter Case Study
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Motrin Moms Twitter Case Study

2,231
views

Published on

The infamous Motrin Moms blog and twitterstorm. USA centric. So far, the most quoted example of bad practice in social spaces for a FMCG brand. …

The infamous Motrin Moms blog and twitterstorm. USA centric. So far, the most quoted example of bad practice in social spaces for a FMCG brand.

Eager to hear positive examples, if you have one with great results you can share here.


0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,231
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
53
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • transcript: Wearing your baby seems to be in fashion. I mean, in theory it’s a great idea. There’s the front baby carrier, sling, schwing, wrap, pouch. And who knows what else they’ve come up with. Wear your baby on your side, your front, go hands free. Supposedly, it’s a real bonding experience. They say that babies carried close to the body tend to cry less than others. But what about me? Do moms that wear their babies cry more than those who don’t. I sure do! These things put a ton of strain on your back, your neck, your shoulders. Did I mention your back?! I mean, I’ll put up with the pain because it’s a good kind of pain; it’s for my kid. Plus, it totally makes me look like an official mom. And so if I look tired and crazy, people will understand why.
  • Moms have their say
  • McNeil Consumer Healthcare, the maker of Motrin, responded by taking the ad down from the Motrin Web site. Marc Boston, McNeil's director of communications, read a prepared statement when contacted by phone, apologizing for "any concerns raised" by the advertisement. "We have taken immediate action to respond to these concerns and have removed the advertisement from our Web site," Boston says. "Unfortunately it will take longer for us to remove this advertisement from magazines, as several are currently on newsstands and in distribution."
  • Transcript

    • 1. Motrin and the momosphere: How an ad was amplfied via Twitter into a PR issue Social media mini-case study (USA) | @candacekuss | Nov 2008
    • 2. Motin made an ad: "We feel your pain” (Then, it got painful...) http://www.youtube.com/watch?v=BmykFKjNpdY “ Wearing your baby seems to be in fashion.” - ad copy (full transcript in notes) click here for ad on YouTube: http://www.youtube.com/watch?v=BmykFKjNpdY
    • 3. Moms blog, vlog & tweet their disdain for the ad content 2. story jumps to MSM 1. top topic on twitter 17 Nov 2008
      • “ Dozens, if not hundreds, of "mom bloggers” started blasting the ad on the social networking site Twitter, with quite a few suggesting a Motrin boycott.”
      • AP
      • http://www.google.com/hostednews/ap/article/ALeqM5h6qv2QQS_BjQH2bpui4MUzyPhP5QD94GU9Q80
    • 4. http://www.youtube.com/results?search_query=motrin+moms&search_type = click here for reaction on YouTube: http://www.youtube.com/results?search_query=motrin+moms&search_type = http://www.youtube.com/watch?v=TpqpAGLS2t4
    • 5. Bad press travels fast (and will stay in search results)
    • 6. Motrin apologizes. (But could engage directly w/ bloggers)
    • 7. Fwiw, this home page still up as of Dec 9 th (Twitter is faster)
    • 8. Unfortunately, someone beat them to their own brand name http://twitter.com/motrin
    • 9. Discussion: what would your brand do?
    • 10. What do you think? [email_address] http://twitter.com/CandaceKuss