Monday, 21 March 2011

Motherhood



  • 'Online Young Mothers' (a well defined market with dedicated channels) - they used this website to target their audience by creating innovative engaging online activity to interact with them.
  • One of the concepts for this was trialling ‘house parties’ as a word-ofmouth dynamic for this market.
  • Metrodome worked closely with Mumsnet (www.mumsnet.com), the biggest parenting website in the UK. They were the distributor’s official online media partner, and in return Metrodome gave them presence on their website and also inserted a voucher offer in the DVD for their new book

In the five weeks leading up to release Mumsnet provided the following 
coverage:
Stickering throughout the site offering people the chance to attend 
a special preview screening. This screening was well received and 
people posted comments on the site afterwards
An advertorial on their home page for two weeks and then another 
advertorial in their chat section for a further two weeks
Online advertising on their homepage the week before release. 
100,000 guaranteed page impressions.
A Motherhood competition which gave the film coverage on their 
homepage as well as one month’s placement on their competition 
page
Two newsletter insertions which went out to 75,000 people.




A free voucher pack was given out with every purchase of the dvd and if signed on to the website:

Metrodome set up fan pages on Facebook and Twitter in order to engage with their audience, enlist their support and promote the voucher 
pack. The Facebook page was focused around building an environment 
where mums could interact with fun content, and post their own comments and opinions about their personal experiences, thus building a 
community. 
In order to increase the fan base on Facebook, Metrodome took out an 
ASU ad which appeared on a users profile page. This ad was targeted 
towards married women aged 25-45. This helped to grow the fan base 
significantly from 100 fans to 1,372.

Metrodome set up a Motherhood competition on a separate Facebook 
page where they encouraged mums to post their funniest kids videos. 
The funniest video won a Stokke stroller worth £729. This competition 
was seeded out through another Facebook fan page and also ran in an 
advertisement on Netmums to drive traffic to the competition page.  
However, Metrodome found it hard to engage mums with this competition: the fact that there was some effort to be made proved an obstacle 
for them




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