Mums are the new focus for brand PR strategies

More and more mums are now using search engines as part of their everyday family life and they are therefore becoming a stronger focus of brand PR strategies. As a result companies are turning to social media networks in order to ensure their message reaches these online-savvy parents meaning those in PR jobs need to look for new ways to communicate with their customers.

September is a key month for brands that are keen to target parents and specifically mums as it means the return to school for many children. A recent survey by Starcom Media Vest Group and Yahoo! found that 69% of mums now use search engines to research activities for their family.

Ambrosia has recently joined forces with Mumsnet which is a social networking site targeted towards parents to promote its rice product to mothers as a suitable lunchtime item for children. To raise brand awareness of the new range Ambrosia have asked 100 tasters via Mumsnet to try the products and then blog about them online in a bid to boost awareness within this target market.

The Marketing Controller for Ambrosia, Lucy Turner, has commented that: “Mums who write on Mumsnet are opinion-formers, so we’re looking to build a connection with these mums and use them as advocates in the future. This is a really important step for us in starting to build that relationship.”

Another major FMCG brand, Britvic has also recently used a similar strategy with the use of Netmums to re-launch its Fruit Shoot product after a recent product recall.

It is likely that many other brands will turn to these social networking sites as they allow brands to engage with their target customers online as well as boosting brand awareness.

Brand Recruitment recruits for PR jobs across the Eastern Region. To see our latest PR jobs please visit our website.

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