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Fisher-Price, Others Target Facebook Moms

April 12, 2010

Fisher-Price, Others Target Facebook Moms

Published on March 22, 2010 | Email this article
Fisher-Price is targeting a growing – and highly engaged – constituency on Facebook: mothers who want to share photos of their offspring. A new app called ‘Moments to Share’ gives users who want to show off their children’s photos an organized template in which the child’s name and gender is entered. Subsequent photos build a timeline of the child’s growth.

For its part, Fisher-Price is able to target its audience with product promotions using the information the parents provide, writes the Wall Street Journal (via MarketingVOX).

The app has controls that lets parent send the ‘moments’ to their Facebook walls or just share them among their timeline friends. “We did our research. We know that [moms are] sharing photos and video, and it’s tough for moms to keep that organized … We designed a solution for that,” according to Lisa Mancuso, senior vice president of marketing at Fisher-Price.

Other Brands Nab Facebook Moms

Increasingly, brands are finding they have a ready audience on Facebook as more mothers use the site not only to network and share photos but also seek out relevant information. Two examples are Land O’Frost and Sara Lee Deli, both of which recently launched campaigns centered around Facebook. Land O’Frost launched a new community called Land O’Moms. Consumers use the site to exchange recipes and parenting advice, download coupons, read articles from women’s magazines and communicate with other like-minded bloggers.

Sara Lee Deli’s new campaign recently launched an initiative called “Mama Saga” where visitors to the Facebook page watch video clips and get advice on food preparation and other matters.

Free Items, Other Promotions

The key to attracting this constituency is by offering bargains and discounts, according to a Retail Advertising and Marketing Association (RAMA) survey conducted by BIGresearch. It found that women with children at home are more likely to use Facebook (60.3%), MySpace (42.4%) and Twitter (16.5%) than average adults (50.2%, 34.4%, 15.0%, respectively). Moreover, 15.3% maintain their own blog.

“Retailers who aren’t engaging customers through social media could be missing the boat,” said Mike Gatti, executive director for RAMA. “Twitter, Facebook and blogs are becoming increasingly popular with moms as they search for coupons or deals and keep in touch with loved ones. The web provides efficient, convenient ways for brands to stay in front of their most loyal shoppers and attract new ones.”

Related categories: Direct, Interactive, Branding, Campaigns of Note, Media Planning, Social Media, Women
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