Monday, September 20, 2010
Twittermoms - Focus Groups Go Social
Adweek reports that CPG heavyweight, P&G is working with blog network, Twittermoms and Quickie Manufacturing to get Twittermom recommendations onto product packaging. In a move that's seen as a way to provide unbiased and 'real' product reviews on-pack, P&G engaged the blog network of 30,000 'influential' moms, each of whom have an average of 1000 followers to test and rate new products.
A subset of Twittermoms are then selected to take part in the product trial. Twittermoms then works with the advertiser on a selected set of criteria to deem if the product is worthy to earn the “Moms Like This” seal of approval, which is then applied on-pack.
Pretty interesting example of crown-sourcing, if you want to call it that. I tend to think Twittermoms should have taken the same focus group approach to the naming of their company. Equating moms with twits just doesn't work for me.
Read the Adweek article here: