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Motrin Moms Twitter Case Study

by Candace Kuss

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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.

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Motrin Moms Twitter Case Study Presentation Transcript

Motrin and the momosphere: How an ad was amplfied via Twitter into a PR issue Social media mini-case study (USA) | @candacekuss | Nov 2008

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

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.”

http://www.google.com/hostednews/ap/article/ALeqM5h6qv2QQS_BjQH2bpui4MUzyPhP5QD94GU9Q80

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

Bad press travels fast (and will stay in search results)

Motrin apologizes. (But could engage directly w/ bloggers)

Fwiw, this home page still up as of Dec 9 th (Twitter is faster)

Unfortunately, someone beat them to their own brand name http://twitter.com/motrin

Discussion: what would your brand do?

What do you think? [email_address] http://twitter.com/CandaceKuss