Heads-up, all of you out there who market to moms: Food mogul Nestlé is using Twitter to promote Juicy Juice—the super-popular, and now vintage, juice-box brand that caters to kids.
Expect to see the pea-green pieces on mom-targeted sites like CafeMom and BabyCenter.com. Questions like "How do you stimulate your child's mind?" and "How important are vitamin-enhanced foods to you?" appear within the creative, compelling users to respond directly inside them. (Which they'll do in droves, no doubt.)
Members logged on to Twitter get to see their answers posted in real time; otherwise, they're directed to Twitter's homepage and asked to sign in first.
Direct ad-unit clickers are also taken to the Juicy Juice YouTube channel, which features handy videos on giving kids the nutrients they need. And it invites visitors to upload their own kid-vids!
Juicy Juice isn't the first brand to integrate Tweets into an ad effort, but its approach here is very cool: it enables users to post Tweets within the ad unit itself—which then appears wherever Nestlé has purchased online ad space for it.
No doubt this will pay off big for Nestlé. After all, what mom doesn't want to project her $0.02-worth to other active parents?
The Po!nt: Tweet trendy! Use Twitter to build engagement like this with your demo, and show them their opinion counts—by giving them their 15 minutes of fame.
Looking for more help using Twitter for business? Check out Twitter Success Stories to see how 11 companies are using Twitter to make sales, build brand awareness, and increase customer engagement. This Case Study Collection is free for MarketingProfs Premium Members. (Upgrade today to get access to all of our Premium-only resources to make your job easier.)
by Christina "CK" Kerley
