When Lovable Labels started to think about promoting their Back to School Mega Pack, they knew they had to take a new approach and contacted limelitePR about generating online conversations and reviews within the mom blogger community. Their 400 independent mom reps were creating a buzz offline (within their respective communities across Canada and the USA), but their use of social media was limited to the company’s Facebook page. After our initial conversation, the company’s founder (a mom herself) took our advice and included twitter into her daily activity; the company also launched a blog which provided an outlet for them to start engaging with moms and mom bloggers in a whole new way. Our role was to establish a foundation for the company to continue to engage in conversations with the mom blogger community.

Over the three month period, we generated Lovable Label product reviews in over 60 mom blogs, generating 12,000 individual impressions. By providing bloggers a reader incentive, we further defined an untapped revenue generating source. Lovable Labels experienced a growth in sales, compared to the previous year.  Blogger highlights of the campaign included features in thediaperdiaries, frugalvirginia and Canadian-based Strocel.

We developed a North American campaign that consisted of an appealing proposition for the individual mom blogger and her readers. Elements of the whole program included a benchmark analysis, list of qualifying blogger criteria, development of a custom (client) blogger list, outreach, follow-up & tracking blog posts, final analysis of campaign’s impact.