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I'm Expecting... Another Discussion.

Facebook quietly launched a new tool this week that is sparking controversy around the globe. Now in addition to posting favorite bands and vacation photos, Facebook users are also able to announce to their followers if they are expecting a baby. While this seems like a natural progression to the 'I'm Engaged'? announcement, the 'I'm Expecting'? function is fueling a lot of discussions. One of the most interesting conversations that arose with the new Facebook option is the concept of giving children an overwhelming online presence before birth. The 'Expected: Child'? section on the future parent's website allows for a photo, presumably for a sonogram picture, and also a name, meaning the unborn child is primed to have their own mini-Facebook page while still in the womb. This Facebook option is not the beginning of this trend, but rather, an addition to a growing movement. Two months ago ABC News ran a feature that highlighted the Facebook page of Marriah Greene, the unborn daughter of a couple in Texas. Matt and Ellie weren't sure how to announce the birth of their child to friends, so after waiting until Ellie was at a late stage in her pregnancy they decided to launch a page using the sonogram photo for the profile picture. And did you know unborn babies can tweet? Expectant mothers can purchase a service provided by 'Kickbee'? that is a band stretched over a pregnant belly, and will send out tweets when the baby kicks. The twitter account is set up in the unborn child's name, and when they kick it automatically lets followers know 'I kicked mommy!'? Taking this idea of giving babies an online presence before birth one step further is a site called 'Babysquatter,'? a website that allows you to 'call fives'? on a web address in an unborn child's name. Should I plan on giving birth to a child with a relatively common name, I can pounce on their soon-to-be scooped up web address before that other baby down the street has the chance. (That's right, www.cornflakemargolispineo.com is mine.) Some parents are even taking to creating email addresses for their unborn children and sending them emails throughout the pregnancy and infancy. Rather than that old-school scrapbooking where parents would lovingly paste in photos and hospital bracelets, parents can now conveniently connect with their future child in a very 2011 way. Have five minutes to kill between drafting law briefs? Why not shoot your baby a note to say 'what's up'?? So how early is too early for an online presence? In an article on mommytracked.com my aunt Abby wrestled with the idea of my cousin getting a Facebook page at the age of 12, but it seems many parents have no problem with their children signing up before they're even able to voice their own opinion. Is this new step by Facebook taking things too far because it allows for a photo? Is it positioning itself to register younger users in an attempt to dominate the social media sphere (even more)? Or do people need to just chill out? Right now I'm not really sure, but I'm excited to see where this argument takes us.

Why I'm Loyal to Getting Pamper'd

All I needed was to see this Pampers ad and my heart melted. As a mommy of a two-year-old little princess, I'm completely consumed by the to do's, to don'ts and general insanity of temper tantrums, glass slippers, 'beautiful dresses,'? and chicken-nugget eating-defiance. But the images in this ad are peaceful, tender, and bring me right back to that moment when I held her for the first time. If there was a brand that Cialis overnight delivery I believe 'gets'? moms, it's Pampers. The number one thing I do not want to happen as I trek to the grocery store or long-awaited shopping spree (I say that because of the time shortage, not the loose spending), is a wet kid. If she's comfy and dry, I'm worry free. My single, baby-free coworkers laugh at me when I 'talk diaper,'? but any mom can relate. The Pampers Miracle campaign recently launched as the brand celebrates its 50th anniversary. The Miracle campaign kicks off with donations of hundreds of care packages to infant ICUs. At this time, monetary donations have been put aside in lieu of tangible gifts that moms, dads, and babies can actually see and experience. At such a trying time as having an intensely sick baby, it's a touching idea to say to parents that Pampers doesn't just know your baby needs to be comfortable, but Pampers knows your baby should be safe and healthy ' and the brand is there to help make that possible. Competitor brands like Huggies have been distributing diapers to kids in need for quite some time, but the runner-up brand hasn't shown its philanthropic efforts to the public the way the Miracles campaign does. Huggies's'Every Little Bottom'? campaign is a hidden jewel. Bringing it to the forefront at this point would look copy cat, but would it be worth it? Diaper-champion-philanthropy mega battle? Maybe not, but it's more evidence as to why Pampers is not only number one in loyal moms' wallets, but truly number one in their hearts and heads. We know that brand loyalty is harder to obtain than ever before, whether it's diapers or gum. In AMP's recent Inside the Buy study, we found that only 3% of consumers say they are loyal to a brand and never buy anything else. This 'Contemporary Loyalty'? means consumers are somewhat loyal to a product, but open-minded to similar products that are 'new'? or 'better'? ' claims diaper brands make all the time. As a consumer insights marketer, I know the importance of making an immediate emotional connection with a consumer when it comes to positioning 'new'? and 'better'? products ' especially to moms. A brand that understands and relates to a consumer can make them try a product, buy a product, and absolutely build 'Contemporary Loyalty.'? Diaper sales is a competitive market to live in, but the heartfelt connection the Pampers Miracles campaign is building adds to the reasons moms and dads keep Pampers in their consideration sets.

  • 2 min read
  • April 15, 2011

Why I'm Loyal to Getting Pamper'd

All I needed was to see this Pampers ad and my heart melted. As a mommy of a two-year-old little princess, I'm completely consumed by the to do's, to don'ts and general insanity of temper tantrums, glass slippers, 'beautiful dresses,'? and chicken-nugget eating-defiance. But the images in this ad are peaceful, tender, and bring me right back to that moment when I held her for the first time. If there was a brand that Cialis overnight delivery I believe 'gets'? moms, it's Pampers. The number one thing I do not want to happen as I trek to the grocery store or long-awaited shopping spree (I say that because of the time shortage, not the loose spending), is a wet kid. If she's comfy and dry, I'm worry free. My single, baby-free coworkers laugh at me when I 'talk diaper,'? but any mom can relate. The Pampers Miracle campaign recently launched as the brand celebrates its 50th anniversary. The Miracle campaign kicks off with donations of hundreds of care packages to infant ICUs. At this time, monetary donations have been put aside in lieu of tangible gifts that moms, dads, and babies can actually see and experience. At such a trying time as having an intensely sick baby, it's a touching idea to say to parents that Pampers doesn't just know your baby needs to be comfortable, but Pampers knows your baby should be safe and healthy ' and the brand is there to help make that possible. Competitor brands like Huggies have been distributing diapers to kids in need for quite some time, but the runner-up brand hasn't shown its philanthropic efforts to the public the way the Miracles campaign does. Huggies's'Every Little Bottom'? campaign is a hidden jewel. Bringing it to the forefront at this point would look copy cat, but would it be worth it? Diaper-champion-philanthropy mega battle? Maybe not, but it's more evidence as to why Pampers is not only number one in loyal moms' wallets, but truly number one in their hearts and heads. We know that brand loyalty is harder to obtain than ever before, whether it's diapers or gum. In AMP's recent Inside the Buy study, we found that only 3% of consumers say they are loyal to a brand and never buy anything else. This 'Contemporary Loyalty'? means consumers are somewhat loyal to a product, but open-minded to similar products that are 'new'? or 'better'? ' claims diaper brands make all the time. As a consumer insights marketer, I know the importance of making an immediate emotional connection with a consumer when it comes to positioning 'new'? and 'better'? products ' especially to moms. A brand that understands and relates to a consumer can make them try a product, buy a product, and absolutely build 'Contemporary Loyalty.'? Diaper sales is a competitive market to live in, but the heartfelt connection the Pampers Miracles campaign is building adds to the reasons moms and dads keep Pampers in their consideration sets.

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