If you weren’t following what was happening online this weekend (yes, yes, ok you’ve got a life) there was a Groundswell against Motrin’s latest viral advertisement that was rejected by mothers in Twitter, spread to blogs, and YouTube. I’m not a mom, so at first glance I didn’t understand the offense, but apparently, it was condescending to moms who perceived wearing babies in a sling as ‘fashionable’ accessory, and who didn’t wanted to be labeled as an ‘official mom’. The original video, which was trying to lean on the light side, took to many generalizations with mothers and resulted in a revolt capped by this backlash video.
To learn more about the story, read Laura Fitton’s summary, Dave Knox of P&G is taking note, has made it to the NY Times Parenting Blog, and the VP of Marketing representing Motrin has apparently responded (I can’t confirm this). Update: Motrin has now apologized on their site (see screenshot below) and there’s MSM pickup by Scientific American and Computerworld (of all places)
As much as I’m interested in what folks are saying, allow me to provide an aspect that most others aren’t: short term numerical numbers. (it’s the analyst in me)
The Motrin Moms Backlash by the Numbers
I watch the twitter storm start on Saturday (thanks zsazsa), and watched it carry on through the weekend, I’ve taken snapshots of various analytics and social media tools now on Monday morning.
Above Screentshot: Twitter stats indicate bump in mentions of “motrin” and “motrinmoms”
Above Screentshot: Twitscoop’s Twitter Analytics shows peak for “motrin” notice there’s no mention before the ad.
Above Screentshot: Twitscoop’s Twitter Analytics shows peak for “motrinmoms”
Above Screentshot: 6,000 views on Youtube Video: Motrin Ad Makes Moms Mad
Above Screentshot: As a result, 3rd result for “Motrin” in Youtube is to the mother video
Above Screentshot: Although there are only a few tags for “motrin” on delicious, most point to brand backlash
Above Screentshot: The Motrin.com website is down, likely they are removing the ad and reverting to a previous website
Above Screentshot: Google search results for “Motrin Mother” (I found an adjacent term to measure the impacts) are mainly to brand backlash
Above Screentshot: Brand backlash has not impacted Google search results for “motrin”
Update: Nov 20th, It’s finally hit the search results pages of google for “Motrin”, the 9th link down is to the NYT times blog.
Above Screenshot: The Motrin.com site is back up on Monday 11am PST, after being down for a few hours, with the public apology –which I think is handled well
Conclusion: It’s not as bad as it looks…yet
In summary, there were some major blips in social networking tools like Twitter, (it was the top trending topic over the weekend, meaning many saw it that weren’t directly involved) however it’s not likely to cause enough of impact search engine results for “motrin”, be a mainstream press story, or cause damage to stock price.
Overtime, these search results may fade away, depending on how Motrin reacts, and how mothers decide to press the situation.
Although brand backlash certainly wasn’t intention, I’m sure that some at advertising firm who created the campaign will chalk this up as a success (it got influencers talking about the brand –who previously weren’t), although the PR group certainly has been dealing with this firestorm all weekend.
Lessons Learned
Always test your campaign with a small segment first Always have staff on hand to be prepared to respond during the weekend Don’t launch a campaign right before the weekend unless you’re prepared to respond The participants have the power, so participate For better or for worse, more influencers are talking about Motrin than ever before
I’d love to hear your comments on the fiasco, what short term and long term impacts does this have to the brand? Update: more stats from Freshtakes
here is a link to my comments why I see this as a step in the right direction in relation to some stemming controversy of this topic.
http://www.huffingtonpost.com/patricia-handschiegel/apparently-mom-bloggers-c_b_144231.html?show_comment_id=18055687#comment_18055687
Oh it POed the wrong crowd of moms alright. And they are the vocal ones. Attachment parenting, nursing, co sleeping, SAHM vs WM, these are all touch points for moms. I cover this industry and I wish they would have run that by me or my team before hand. I could have told them the fashionable thing and the tone would have gotten them in trouble. The women that would agree with that are the type that would let things roll or are too busy to make a stink. The ones that don’t like it have the time and the inclination to be the squeeky wheel. So that’s the part they didn’t understand about who they are marketing to. Sensitive issues are not to be taken lightly when rolling out large campaigns for exactly this reason
I would think your comment “I™m sure that some at advertising firm who created the campaign will chalk this up as a success (it got influencers talking about the brand “who previously weren™t)” was the most apt…
… Disappointingly though, the Motrin advertising brains behind this ad were clearly not trying to stir the pot, otherwise, they wouldn’t have taken down the website, or done anything to hint at a recantation.
Which can only mean that they were stupid at worst. Clearly, the ad is somewhat condescending to the idea of baby wearing.. relegating it to a fashion statement and challenging the science / psychology benefits of it. On a personal note, I can’t help but think that calling this technique of child-transportation ‘baby WEARING’ is just asking for some snide commentary; but that is another point all together.
If motrin was trying to target the baby-wearing mother, and paint their portrait as a concerned company, this ad campaign was a flop. If however, they were trying to appeal to the sardonic cynics like myself who are equally offended by hypersensitivity to mass marketing, this campaign was a success.
Lets see if Motrin is nimble enough to salvage this fiasco, and at least get people like me to buy their product. A campaign something along the lines of: “Are you tired of hearing hypersensitive mothers whine about silly advertising campaigns… TRY MOTRIN! Its soothing effects will help block out even the shrillest of complaints!”
Hubbub without a rub.
I didn’t think the Motrin Ad was offensive at first watching. I watched it again. Same reaction. Without any preamble I showed it to my wife (we have 5 kids and she had occasion to “wear” every one of them). She thought it was ha-larious. When I explained the hubbub she couldn’t see it.
Jeremiah’s pointers for campaign planning and consumer reaction control are well founded and Motrin’s apology may also have been a good move. It was surely less risky than ignoring it or posting an “explanation.”
The only thing I learned from this episode was that there are some very useful analytic tools for twitter.
BZ got it right; the ones with the most invested in being “Mommier than Thou” and the most time on their hands to agitate took over. The rest of us just chuckled and got on with life.
>>>BZ November 17th, 2008 7:47 am
Oh it POed the wrong crowd of moms alright. And they are the vocal ones. Attachment parenting, nursing, co sleeping, SAHM vs WM, these are all touch points for moms. I cover this industry and I wish they would have run that by me or my team before hand. I could have told them the fashionable thing and the tone would have gotten them in trouble. The women that would agree with that are the type that would let things roll or are too busy to make a stink. The ones that don™t like it have the time and the inclination to be the squeeky wheel. So that™s the part they didn™t understand about who they are marketing to. Sensitive issues are not to be taken lightly when rolling out large campaigns for exactly this reason>>>
sports shoes
Nike Sport Shoes
Women's Nike Sport Shoes
Men's Nike Sport Shoes
Wholesale Cheap Nike Sport Shoes
cheap Nike Sport Shoes
Classic Nike Sport Shoes
sports shoes
Nike Sport Shoes
Women's Nike Sport Shoes
Men's Nike Sport Shoes
Wholesale Cheap Nike Sport Shoes
cheap Nike Sport Shoes
Classic Nike Sport Shoes
sports shoes
Nike Sport Shoes
Women's Nike Sport Shoes
Men's Nike Sport Shoes
Wholesale Cheap Nike Sport Shoes
cheap Nike Sport Shoes
Classic Nike Sport Shoes