BlogWell Atlanta Social Media Case Study: Newell Rubbermaid, presented by Bert DuMars


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In his BlogWell Atlanta case study presentation, "Social Media from a Multi-Brand Perspective," Newell Rubbermaid's VP, E-Business & Interactive Marketing, Bert DuMars, covered how the company is using different social media approaches across its many brands.

Bert's case study includes advice on how to approach multi-brand social media as an eco-system, how to test small ideas and then scale them up, and how to ask your fans for suggestions on how to better participate in social media.


BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions.

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BlogWell is produced by GasPedal and the Social Media Business Council.

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Published in: Business, Technology

BlogWell Atlanta Social Media Case Study: Newell Rubbermaid, presented by Bert DuMars

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  2. 2. Newell Rubbermaid Social Web Strategy Across Multiple Brands Blogwell Atlanta 2009 g Bert DuMars, VP E-Business & Interactive Marketing November 10, 2009
  3. 3. Agenda » Newell Rubbermaid Social Media Marketing Strategy » Graco Baby » Rubbermaid » Sharpie » Key Takeaways 2
  4. 4. Social Media Marketing Strategy » Test and Learn » Immerse Ourselves » Think in terms of Ecosystems y ▪ How does everything fit together? » Scale What Works » Understand when and where to monetize » Have Some Fun Along The Way 3
  5. 5. Graco Baby From The Heart » Objective: Humanize The Brand, Increase Positive Brand Perception ▪ Develop a lifestyle and emotional branded experience ▪ Increase new moms & dads preference for Graco Baby products ▪ Increase positive word-of-mouth » Strategy: Showcase Real Graco Baby Employees ▪ Show Consumers we are parents too and that we deeply care about the quality and safety of our products – our kids use our products ▪ F Focus on parenting not product ti t d t » Tactics: ▪ Reach out to moms, comment on their blogs, have as much face time as possible, develop Graco Baby Ambassadors ▪ Invite, talk, engage and embrace around issues that affect moms and dads everyday y y 4
  6. 6. Graco Baby From The Heart 5
  7. 7. Rubbermaid Adventures In Organization » Objective: Increase Awareness of Rubbermaid Organization Solutions ▪ Consumers have high awareness of Rubbermaid brand, but not organization solutions g » Strategy: Engage With Professional Organizers & DIY Homeowners ▪ Reposition Rubbermaid brand around organization product portfolio and variety of ways to inexpensively organize their home ▪ Integrate social media and mass media tactics that leverage multiple consumer touchpoints extending the reach of the campaign ▪ Engage with National Association of Professional Organizers (NAPO) » Tactics: ▪ Integrate social media features into ▪ Show Before & After videos and photos that inspire use ▪ Showcase professional organizer and consumer organization success stories 6
  8. 8. Rubbermaid Adventures In Organization 7
  9. 9. Sharpie Uncapped: The Plan » Objective: Increase buy-rate ▪ Consumers buying once every two years ▪ B more Sharpies more often Buy Sh i ft » Strategy: Inspire creative use ▪ Consumers are unaware of product portfolio and variety of ways to use Sharpies » Tactic: ▪ Show inspiring ways to use Sharpies ▪ Showcase and celebrate Sharpie fans and the range of innovative Sharpie creations 8
  10. 10. The Interactivity of Social Dialog with Customers: Sharpie Ecosystem Blogs 9
  11. 11. 10
  12. 12. Social Media creates for Sharpie 11
  13. 13. Sharpie Creations: Lamborghini Gallardo 12
  14. 14. Sharpie Creations – Infinite Creativity 13
  15. 15. Social Media Marketing Strategy Across Multiple Brands Takeaways » Focus on your Customer Target » Set Clear Goals and Objectives » Measure before, during and after you engage » Immerse yourself to better understand the ecosystem, culture and potential uses » Integrate with overall marketing plan, but understand Social Media is a long-term commitment » Based on Above – select tools and services that reach and engage your customer target » Finally - Social Media is about people engaging with p p people – not robots – Show You Care 14
  16. 16. Social Media Marketing – What Not To Do February 1, 2009 http://www dilbert com/strips/comic/2009 02 01/ 15
  17. 17. Any Questions? » Bert DuMars, Vice President E-Business & Interactive Marketing, Newell Rubbermaid ▪ Corporate W b it htt // C t Website: ll bb id ▪ Twitter: ▪ Facebook: p ▪ LinkedIn: ▪ Personal Blog: ▪ E-Mail: @ 16
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