Motrin Moms Twitter Case Study


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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.

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

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  • 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."
  • Motrin Moms Twitter Case Study

    1. 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. 2. Motin made an ad: "We feel your pain” (Then, it got painful...) “ Wearing your baby seems to be in fashion.” - ad copy (full transcript in notes) click here for ad on YouTube:
    3. 3. Moms blog, vlog & tweet their disdain for the ad content 2. story jumps to MSM 1. top topic on twitter 17 Nov 2008 <ul><li>“ Dozens, if not hundreds, of &quot;mom bloggers” started blasting the ad on the social networking site Twitter, with quite a few suggesting a Motrin boycott.” </li></ul><ul><li>AP </li></ul><ul><li> </li></ul>
    4. 4. = click here for reaction on YouTube: =
    5. 5. Bad press travels fast (and will stay in search results)
    6. 6. Motrin apologizes. (But could engage directly w/ bloggers)
    7. 7. Fwiw, this home page still up as of Dec 9 th (Twitter is faster)
    8. 8. Unfortunately, someone beat them to their own brand name
    9. 9. Discussion: what would your brand do?
    10. 10. What do you think? [email_address]
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