Mom Central Case Studies

Who We Are As the premier firm specializing in Marketing to Moms, Mom Central Consulting helps companies develop meaningful conversations, connections and communities with Moms. We reach Moms and engage them in powerful word of mouth programs such as blog tours, viral marketing programs, geo-targeted referral programs and live grassroots events. They take action and recommend your brand, fueling brand awareness, engagement, product trial and sales. Mom Central works with over 100 national brands. We also offer a breadth of consulting services, including research and social media strategy and listening, for start-up and established brands. www.MomCentralConsulting.com Copyright 2008 all rights reserved

About This Report This report shares what we have heard from many of you: the steps you take to help your business thrive, rather than simply survive, during this challenging economic cycle. We've learned that to be successful in this recession, businesses must: • Run leaner and work harder to engage the right consumers, especially Influential Moms. • Find more key consumers - fast. • Listen to those consumers and figure out how best to use social media listening to find out what Moms say about their product or brand when not in the room. • Rely more on networking to form creative partnerships. • Focus on product innovation, using consumers and partners to help with the process. www.MomCentralConsulting.com Copyright 2008 all rights reserved

Our Partnerships At Mom Central Consulting, we work in partnership with clients to help build their business by creating very powerful Mom Influencer word-of-mouth programs. Brands hire us directly while public relations, advertising and interactive agencies bring us in to augment their communications programs. Here are a few favorite partnership stories we'd love to share with you. www.MomCentralConsulting.com Copyright 2008 all rights reserved

Electrolux's launch of its new \"Red Hot Red\" front- load washer/dryer provided Moms with an opportunity to create and send a virtual cupcake to friends and family, while supporting the Ovarian Cancer Research Fund. Mom Central combined a viral outreach to our Mom community with a 40-Mom blogger tour. For each viral cupcake generated, Electrolux agreed to donate $1 to OCRF. Moms generated 24,000 cupcakes within 24 hours of the campaign launch, raising $24,000 for the OCRF. www.MomCentralConsulting.com Copyright 2008 all rights reserved

Mom Central helped introduce Dawn's new dish soap, Dawn Direct Foam, by identifying Mom influencers ideally suited for a product sampling. MCC also conducted a larger viral marketing program within the greater Mom community. Mom Central received nearly 56,000 responses within 48 hours of initial outreach and provided the client with the target of 300 names for sample mailing. www.MomCentralConsulting.com Copyright 2008 all rights reserved

In conjunction with a 40-blog tour and a viral outreach campaign, Libby's surveyed a specific target demographic, Moms with an annual household income of $50,000 or less and at least one child under the age of 13, in order to reintroduce and energize a once well-known brand. In one week, 753 Moms completed the survey, helping Libby's to understand Moms' food purchasing and planning decisions and awareness of the Libby's brand. Online brand conversations resulted in high visibility in Google results and other search engines. www.MomCentralConsulting.com Copyright 2008 all rights reserved

Producers of WordWorld, a new PBS series geared towards preschoolers and emerging readers, wanted to introduce Moms to the series and encourage them to request that their local PBS station carry the program. When the producers hired Mom Central, they did not have any advertising or marketing support from PBS nor did they have relationships with the individual stations. Mom Central conducted a pre-launch viral blitz that resulted in over 8,000 Moms previewing WordWorld prior to the season premiere. Mom Central also executed 30 launch parties at Moms' homes, children's museums and libraries. Five hundred Moms provided insights and feedback on the program, resulting in key script changes that improved new episodes. The toy extension line sold out 10 feet of shelf space at Target. www.MomCentralConsulting.com Copyright 2008 all rights reserved

Hologic developed the NovaSure procedure for women with difficult menstrual cycles and created a website, DaretoWearWhite.com, to increase awareness of menorrhagia. Mom Central conducted a blog tour and viral outreach to our Mom Community, which increased DaretoWearWhite.com traffic by 142%, increased page views by 96%, and generated substantive online and word-of- mouth discussions around the NovaSure procedure. www.MomCentralConsulting.com Copyright 2008 all rights reserved

If you would like additional information about our capabilities, please contact: Tracey Hope-Ross Vice President of Research Mom Central Consulting 617-244-3002 tracey@momcentral.com Twitter: @thopeross Megan McManaman Research Manager Mom Central Consulting 617-244-3002 meganm@momcentral.com Twitter: @megz79 www.MomCentralConsulting.com Copyright 2008 all rights reserved

Mom Central Case Studies

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