Marketing - Written by Sarah Howard on Thursday, May 13, 2010 9:46 - 0 Comments
Mumsnet collaborates with Ford
US car manufacturer Ford is to promote its new family models by using online forum Mumsnet, utilising a series of innovative marketing strategies.
The parenting site Mumsnet has been widely publicised in marketing news during recent months, hosting webchats with the likes of Gordon Brown, David Cameron and Nick Clegg. The site has gone from a little known affair, into a national forum in which the latest protagonists in the world of current affairs are lining up to be questioned by inquisitive mothers.
Car-maker Ford is hoping to cash in on this market of well informed parents, advertising its family cars such as the S-MAX and Galaxy. One such strategy will see the brand inviting parents to test out its cars, releasing videos of the tests across online video sharing sites like YouTube, as well as on the Mumsnet site itself.
Marketing Week cites Richard Beard, communications manager for Ford, saying of the new campaign: ”Ford considered the Mumsnet community to be an audience we wanted to communicate directly with.”
”The feedback we have received from the campaign has been very positive and we look forward to developing our partnership with Mumsnet throughout the year.”
It is expected that other brands will follow suit and use the Mumsnet community to promote their products, by informing parents and letting them make their own decisions.
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