Five Great Partnerships Between Brand and Blogger

By Chelsea Amaral | Small Business

A few weeks ago, I posted an article about the powerful value that bloggers offer to brands. In my research, I came across many brands that already leverage influential bloggers on their own corporate websites, social media sites, and the bloggers’ personal websites. Brands recognize bloggers’ authenticity and influence among moms, and therefore partner with them to reach their loyal audience. Here is a list of the 5 brands that stood out to me in my research on bloggers and consumer brands:

  • Target: In the spring of 2013 Target launched their “Threshold Collection.” They partnered with several mom bloggers who write about home decor. These bloggers purchased items from Target’s collection and then blogged about their experience with the product and how it fits into their lifestyle. 61% of U.S. online consumers make purchases based on recommendations from a blog. With this knowledge, Target recognized the power of these bloggers who have huge list of followers that appreciate great home décor and a good recommendation. Target knows that marketing isn’t about reaching the most people, but rather it’s about reaching the right ones.
  • Mitsubishi: 66% of moms believe word of mouth is credible and 81% of U.S. online consumers trust information and advice from blogs. As a result moms have credibility amongst each other and bloggers have a loyal group of followers. For these reasons, Mitsubishi recently worked with mom bloggers to promote the 2013 Mitsubishi Outlander Sport. The company gave mom bloggers the opportunity to drive the Outlander for a week. One mom blogger said she felt safe because the car has eight air bags and she loved that the crossover vehicle is spacious and reasonably priced. Mitsubishi successfully reached out to moms to optimize the trust that their followers have in them.

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  • Johnson & Johnson: Mom bloggers already have a huge audience of engaged followers and Johnson & Johnson wanted to capitalize one that. The brand relied on mom bloggers for their value of engagement and asked them to participate and promote their Selfless Selfies campaign. The campaign asked participants to download the app and create an account, then take a photo and share it via Facebook, Twitter, and Instagram and use the designated twitter handle and hashtags. For every photo posted Johnson & Johnson donated $1 to a charity of the participant’s choice. This work not only because they were able to reach a huge following of customers, but the campaign made moms feel like they were doing something for the greater good.
  • Huggies: A number of resources and agencies exist to connect bloggers with brands. Huggies did this in a recent campaign. The brand worked with Izea who paired them with mom bloggers to increase awareness of Huggies Little Swimmer product through messaging, blog posts, and tweets. Huggies and many other brands use agencies like Izea and the resources that mom bloggers provide to leverage their products and provide content through their social media feeds. These agencies are especially valuable when internal resources are consumed with other tasks and priorities.
  • Pony Royale: Pony Royale came out with its new line of toys in late June 2012 and ran a campaign with bloggers to use the toys at parties with young boys and girls, and then blog about the experience. Not only did Pony Royale gain popularity among kids but videos and pictures of kids happily playing with the toys went viral on mom blogs across the country. Moms can easily review products for any brand they believe in and brands, like Pony Royale, don’t have to manage the hassles that usually accompany other deals that offer this type of authentic promotion.

With over 4.2 million bloggers on the web now, it’s clear they aren’t going anywhere, rather they have cemented their purpose in the consumer world. For more ways your brand can create great content that moms love and develop a powerful content strategy, download the free white paper.

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