Disney Brand Taps Moms' Marketing Magic
Laurie Sullivan
MediaPost
February 212, 2008
THERE'S NO BETTER GOLD STAR than a glowing review from a
mom who has tried the product. So when Baby Einstein put
plans in place to create a national advertising campaign
and redesigned Web site, it turned the spotlights and
the cameras on real moms to tell compelling stories.
Marketers know personal experience and word of mouth
ranks highest when it comes to unearthing the dirt on
products and services. In a crowded product category
like children's toys, clothing or best places to shop,
where there are so many options for child development
and learning, there's nothing more powerful and credible
than the feedback from real moms that have first-hand
experience, according to Shari Roseboom, mother of two
children under the age of two from Hacienda Heights,
Calif.
"There's not a one-size-fits-all product for every baby
like manufacturers would like us to believe," she says.
"Moms want to discuss different options for tackling
everyday challenges and helping with developmental
milestones. Advertisers can give us the best-selling
features of a product, but we're still going to run it
by our friends and research what other moms think."
Giving a place for moms to share baby stories and
experiences, Baby Einstein rolled out the first phase of
an integrated campaign recently with the redesigned Web
site. It features many real-life stories from moms
around the country, along with consumer-submitted photos
of baby and mom together.
The site, designed by San Francisco agency Real
Branding, also features tips on interacting with baby,
testimonials from other parents on favorite toys, and
videos of babies and parents playing together with Baby
Einstein products. The "Hot Topic" section offers
information on child development from experts who answer
questions from moms and caregivers, such as "What is the
best way for my baby and me to watch DVDs together?" The
site offers information in Spanish, too.
Following the site launch, The Walt Disney Co.
subsidiary, headquartered in Glendale, Calif., plans to
unveil a four-piece print campaign dubbed "Real People.
Real Discoveries." Created by Los Angeles' Siltanen &
Partners Advertising, the campaign spotlights three moms
and one grandmother who share personal stories about
special moments and discoveries with their kids,
grandchildren and Baby Einstein products.
Baby Einstein plans to run print ads next month in
American Baby. The campaign in April moves into Babytalk,
Parents, Parenting, Cookie, Ser Padres, Redbook, Good
Housekeeping, O! Oprah Magazine, and Martha Stewart
Living. Online publications include Family.com,
Parents.com, iVillage.com, and Evite.com.